More than 2 million people in 100 countries tuned into fashion retailer Topshop’s livestreamed fashion show at London Fashion Week yesterday.

The retailer said it had achieved the highest ever online audience for such a show and that more than 200 million people saw images and content because of the use of technology allowing users to share their favourite looks with friends using Facebook.

Viewers used ‘open graph’ technology allowing them to post messages about the Topshop Unique show automatically on Facebook and Twitter. The retailer trended globally on latter social netwroking site.

Topshop reported that some items, including a printed panel dress, sold out within an hour and that traffic to from the US, where it has just opened boutiques in Nordstrom department stores, reached a record level.