Fashion retailer Topshop has partnered with Google to bring its ‘The Future of the Fashion Show’ to life as it takes place at London’s Tate Modern on Sunday February 17, 2013.

Using all of Google’s platforms Topshop will turn its audiences all over the web into fashion insiders. Viewers will be able to access every aspect of the show as if they were the model on the runway, the buyer in the audience, the make-up artist backstage, the designer fitting a look or the celebrity arriving.
Viewers will be able to sit in on the show via the Model Cam, which was developed in partnership with Sis Live. The cameras will be pre-stitched directly into the bags and clothes that will be worn by the models of the show and will appear as picture-in-picture option during the live stream.

"This show celebrates all the different facets of the Topshop girl and we have invited everyone into our world to see how it all comes together. I think the girls on ‘Model cam’ will be the stars of the show with everyone logging on to see that moment in front of the backdrop of one of London’s most iconic landmarks, the Tate Modern,” Kate Phelan, Topshop creative director, said.

At the same time, Topshop have created the first ever fashion hangout App that allows fans to create their own mood boards mixing together their favourite pieces on the runway to create and share their own looks. International buyers along with Topshop’s in house team will be offering tips to aspiring young buyers or fashion enthusiasts.

“By partnering with Google we are broadcasting the show to the consumer from every single perspective. A fashion show from concept to creation. Inventing ‘Model Cam’ allows viewers to see and feel a unique moment that everyone has imagined but never been so close to. With everything from the nail polish to the music instantly purchasable and shareable this really is the future of the fashion show,” Justin Cooke, Topshop chief marketing officer, said.