Topshop to take part in world’s first AI-driven catwalk

Taking place on February 26, attendees will be guided through a series of immersive zones and be able to engage with AI-generated models where they can shop the look instantly.

The fashion retailer has partnered with THG Studios, PayPal and Google Cloud to deliver the “Runway to the Future” at THG’s studio in Manchester.

The project aims to create the world’s first interactive shoppable runway, with every step of the journey a point of interaction, discovery and excitement. 

It will be shared with an exclusive guest of top-tier creators, industry leaders and cultural figures.

Topshop and Topman global marketing director Moses Rashid said: “Topshop has always stood at the forefront of British fashion, and we’re proud to be part of this groundbreaking moment in our industry. 

“The world’s first AI-driven immersive, shoppable catwalk is more than a runway, it’s a reimagining of fashion’s future, where creativity meets technology and culture. 

“We’re excited to be part of a movement that’s redefining how fashion is experienced, shared and shopped, and to be leading this new era from the heart of Manchester.”

THG Ingenuity chief brand and marketing officer Hannah Pym added: “The world’s first AI-driven immersive, shoppable catwalk is our ‘runway to the future’, exploring the future of tech, fashion, beauty and beyond through an immersive in-person fashion-inspired experience. 

“Uniting with an iconic brand like Topshop is a statement of our ambition. In collaboration with a global leader in digital payments PayPal, we are creating a new global benchmark for fashion experiences, fusing physical and digital to build connections that matter. 

“The future of fashion is being designed right here in Manchester, and this event is a testament to the creative and technological power of the North, proving that innovation is thriving outside traditional capitals.”