The Topshop show is always one of the most desired and talked about fashion show during London Fashion Week, last February they created the most viewed and interactive online fashion show ever. So this season Topshop SS14 will be giving fans/viewers a complete social media experience. Partnering with the new innovative digital platform CHIRP (a next generation media tool, is designed for quick and easy sharing of information between people in the same place via a ‘chirp’ sound) to offer customers a unique insight into the show. The venue for this seasons show is one of London’s most iconic landmarks – Regent’s Park, in a space designed by renowned architect Pernilla Ohrstedt.

The Topshop Unique show experience is built around offering viewers a completely immersive experience that is personal and can be shared with friends. Everything from the music to the clothes to the beauty can be purchased and shared across every platform, channel and device.

Topshop have worked with Chirp to develop a unique new aspect to the application, whereby users will be sent an image, which you can tap to reveal secrets around the show. Images of the pattern room where the clothes were made, the collection backstage, the hair and make-up test and the models walking down the catwalk will all reveal something about the show.

Topshop’s world famous Oxford Circus store will feature a Chirp and Twitter garden that shoppers can walk through to receive content, and attendees to the fashion show will be sent images from several Chirp locations around the site. The Topshop homepage will feature a Chirp Gallery so that you can receive the same content at home.


Topshop will host a live Twitter Gallery on the homepage from the morning of the show so that viewers can see all the final preparations that go into a fashion show attended by the world’s media and celebrities. Topshop has also asked it’s key fashion-insider friends to tweet from the front-row and backstage giving viewers at home the most up-to the minute action.

Customers can also join the conversation with the Fashion Tweet Off on the homepage. You just need to review the #Topshop show in 140 characters to win tickets to next season’s show


Following the success of the ‘customise the catwalk’ app and the ‘shoot the show’ camera button, users will be able continue changing the colour of selected key looks and accessories and share them the moment they hit the runway with their friends or order them instantly with delivery 3 months ahead of industry lead times. How wonderful does that sound?!

Topshop will also be posting live content from backstage using the video app Vine.

Music will be available to share and download on from iTunes both during and after the show.


The Topshop Make-Up look will be available to buy straight away after the show. Furthermore, 50 limited edition make-up bags have been created using a key print from the catwalk collection.

“Each season, we set ourselves the challenge to innovate and excite in a different way with the UNIQUE show; not only in terms of our Collection and show space, but also how to engage with and involve TOPSHOP fans worldwide. The link with Chirp is fun and we love the fact that it allows people to discover new aspects of the Collection and what goes on behind the scenes at UNIQUE through creating iconic images to story tell.  With my personal belief that product is king I am a great fan of the tag-line “Let the clothes do the talking” .
Sir Philip Green

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