Topshop's comeback will continue on the interactive AI catwalk with THG Studios

Topshop's comeback program this year has included some high-profile events and retail tie-ups, and the ASOS-run brand isn't stopping just yet with plans for “the world's first immersive, AI-powered shoppable runway.”

It is linking up with creative agency THG Studios, which is key to the project and will also present the runway in collaboration with title sponsor PayPal and technology partner Google Cloud.

It will take place on February 26 at the “state-of-the-art” THG studios in Manchester and will be certified by the WRCA (World Records Certification Agency).

The event “aims to set a new global benchmark for fashion experiences with this 'Runway to the Future' designed as an interactive experience, inviting its audience to become co-creators of the show itself.” Each step of the journey is intended to be “a point of interaction, discovery and emotion.”

Strategically timed between London Fashion Week and the Brit Awards, the company said the experience is designed as a “collision of physical and digital worlds, brought to life by Google Cloud's immersive and shoppable technology, which guides guests through a series of immersive zones.”

Attendees will “witness the future of filmmaking, interact with AI-generated models, and experience a new era of retail where every look can be purchased instantly. The experience will be shared with an exclusive guest list of A-list creators, industry leaders, and cultural figures.”

The company clearly wants it to be more than just a fashion show, with a “unique forum that brings together leaders from retail, technology and some of the most influential voices in the creator community. It is designed to spark collaboration and redefine the intersection of commerce and creativity.”

THG Studios also said it hopes to announce a number of other key partners soon, “further cementing the event's status as a must-attend time.”

Hannah Pym, brand director at THG Ingenuity (the THG spin-off behind the Studios agency), said: “Teaming up 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, which “It shows that innovation is thriving outside of traditional capitals.”

As mentioned, Topshop has been promoting its return this year with some headline-grabbing activity, including pop-ups, retail partnerships and its summer takeover of London's Trafalgar Square for a major runway show.