London fashion show harnesses technology to deliver virtual experience

AUTHOR: Inavate

This February's London Fashion Week saw UK retailer Topshop turn to telepresence to transport shoppers in its central London flagship store across the city and immerse them in a fashion show taking place in the Tate Modern's Turbine Hall. Topshop partnered with 3D design agency Inition to live stream events from the London art gallery and deliver a "virtual front-row" experience to participants at the Oxford Street, London shop.

Headsets created the illusion of a 360° view of the runway, backstage area and arrival of some of the biggest names in fashion and entertainment.

Customers were able to experience the show in Topshop’s Oxford Street store on February 16, 17 and 18.

Andy Millns, co-founder and creative director of Inition, said: “We are excited that Topshop have the vision to explore the next revolution in mass media – Virtual Reality.

“VR is the ultimate interface to the digital world with the power to transport the user to another place as soon as they put on a special display.

“This unique technology has the potential to open up fashion shows to the consumer aat home and we believe this will be the first of many executions of this kind.”