Key takeaways on world-first AI fashion show
- THG Studios is launching an AI-driven immersive, shoppable catwalk on 26 February.
- Topshop returns to the runway in partnership with John Lewis, with beauty looks by Shark Beauty and Lookfantastic.
- The activation enables real-time purchasing through integrated social commerce.
- The event demonstrates how brands can convert cultural moments into instant sales.
- THG Ingenuity positions the showcase as a blueprint for interactive beauty and fashion retail.
Creative marketing agency THG Studios is set to launch an AI-driven immersive, shoppable catwalk on 26 February.
The iconic British mass fashion brand Topshop will return in partnership with John Lewis for the fashion show, along with hair and makeup from Shark Beauty and Lookfantastic.
The two beauty brands will team up to offer a live social commerce experience to demonstrate “how brands can convert cultural moments into instant sales,” says THG Studios.
The activation runs concurrently with the main catwalk event, headlined by Topshop, offering both in-person guests and a global online audience the chance to buy Shark Beauty products in real time.
The initiative aims to showcase the next evolution of retail, where the journey from inspiration to purchase becomes a ‘seamless moment’.
This live-selling showcase is a cornerstone of the event’s behind-the-scenes experience. In a landscape where a heritage brand like Topshop is revitalising its physical retail presence, THG Studios is demonstrating how to complement this with dynamic digital experiences.
THG said this can provide industry leaders with a example of how to create content that connects and converts, turning consumer insight into immediate action and measurable ROI.
Chief Brand and Marketing Officer, THG Ingenuity, Hannah Pym, said: “This event marks a pivotal moment for retail. We are not only celebrating the high street revival of Topshop but also demonstrating the future of interactive commerce with Shark Beauty and LOOKFANTASTIC.”
Pym said that the business’ mission is to close the gap between inspiration and transaction.
“By integrating a live TikTok Shop experience directly into our World’s First AI-Driven Immersive, Shoppable Catwalk event, we are providing a tangible playbook for how brands, whether they are heritage names or digital natives, can thrive in an era where content is the new storefront,” she said.