THG Studios and British fashion brand Topshop have announced a landmark partnership to host the world's first AI-powered shopping and immersive runway, certified by the World Record Certification Agency.
THG Studios and Topshop will host the world's first AI-powered shopping and immersive catwalk on February 26, 2026 in Manchester. Powered by PayPal and Google Cloud, 'Runway to the Future' merges physical and digital experiences, featuring instantly shoppable styles. Scheduled between London Fashion Week and the BRIT Awards, the event brings together leaders from fashion, retail, technology and culture.
The 'Runway to the Future' event will take place on 26 February 2026 at the state-of-the-art THG Studios facility in Manchester, supported by title sponsor PayPal and technology partner Google Cloud.
Strategically located between London Fashion Week and the BRIT Awards, the show aims to set a new global benchmark for fashion experiences while highlighting the North West's growing role in the UK's creative economy. Topshop has been confirmed as the fashion house leading production, underlining its renewed push into British fashion, THG Ingenuity said in a statement.
“The world's first AI-powered, immersive and shoppable runway is more than a runway – it's a reinvention of the future of fashion, where creativity meets technology and culture. We're excited to be part of a movement that is redefining how fashion is experienced, shared and purchased, and to lead this new era from the heart of Manchester.” Moses Rashid, Global Marketing Director, Topshop & Topmansaying.
Designed as an interactive journey, the gateway merges physical and digital environments through the immersive and purchasable technology of Google Cloud. Attendees will move through a series of futuristic zones showcasing AI-generated models, real-time fulfillment innovations and instantly shoppable styles, turning every moment into a point of discovery and engagement.
Curated to an exclusive guest list of top creators, industry leaders and cultural influencers, the event aims to spark new dialogue at the intersection of retail, technology and creativity. THG Studios plans to reveal additional partners in the coming months, positioning 'Runway to the Future' as a must-see moment on the global fashion calendar.
“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 create meaningful connections. 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 of traditional capitals.” Hannah Pym, Brand and Marketing Director at THG Ingenuityaggregate.
Fiber2Fashion News Desk (HU)
