Topshop and Twitter team up to allow users to shop London Fashion Week trends live

The high street retailer has unveiled plans for its new innovative partnership.

Topshop is staying ahead of the game when it comes to harnessing the power of technology and social media. The retailer has unveiled a partnership with Twitter which will allow customers to shop the trends as they happen.

As London Fashion Week kicks off on Friday, shoppers can ensure their wardrobe is in keeping with the new season offerings thanks to this new innovation by Topshop.

Over 5 days of shows, the brand will be analysing real-time data on Twitter and picking out the trends as they happen on the catwalks.

Those trends will then be instantly beamed onto digital billboards complete with Topshop's selection of corresponding products - all around the country in London, Leeds, Birmingham, Manchester, Liverpool and Glasgow.

Twitter users who tweet @topshop using a trend hashtag will receive a reply with a curated list of products to match the trend.

For customers who visit the flagship Oxford Circus store not only will they be able to watch the Topshop Unique catwalk show live in store but will also be encouraged to tweet reviews of the show to win tickets to next season's show and prizes from a Twitter vending machine.

For full social media coverage the brand will also utilise Vine, with models taking a turn infront of the cameras before stepping on the catwalk to ensure their entire outfit is captured and shared globally.

Bruce Daisely, MD of Twitter UK said:

“Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with TOPSHOP on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.”

Topshop Unique will be streamed live on Sunday 22nd February at 3pm, topshop.com