Topshop to host virtual reality London Fashion Week show

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Always wanted to attend London Fashion Week? Well now you can, virtually at least. Topshop will give its customers the chance to sit on the front row at London Fashion Week in a virtual reality experience.

The Topshop Unique show will be streamed live from the Tate Modern Turbine Hall into a virtual world created by 3D agency Inition at the retailer’s Oxford Circus store.

On February 16th, 17th and 18th Topshop customer will be able to wear specially designed headsets to enter the 360º virtual world, which includes a live runway feed, backstage action and VIP arrivals.

Cameras will record the scenes on the catwalk and backstage, and headset wearing customers will be able to look around at the models passing in front of them and the celebrities they will be – virtually – sat next to.

Arcadia owner Sir Philip Green said: “The Topshop Unique show is going from strength to strength; not only in terms of the collection but also in how we share this with our customers at home and in our stores, giving them an up-to-the-minute runway show experience. This season’s live stream in virtual reality between two iconic London destinations, the Tate Modern and our flagship store in Oxford Circus, takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers.”

To gain access to the event, Topshop will be running a competition online and through social media for five winners to be the first to experience the virtual world.

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