Topshop to headline world_s first AI-driven catwalk showcase
British fashion brand Topshop is continuing its revival by headlining the world_s first AI-driven_ immersive_ shoppable catwalk experience by THG Studios_ the creative marketing agency from e-commerce solutions provider THG Ingenuity.
The fashion event will take place on February 26_ 2026_ in collaboration with headline sponsor_ PayPal and technology partner_ Google Cloud_ from the state-of-the-art THG Studios in Manchester_ and will be certified by the WRCA (World Record Certification Agency).
In a statement_ THG Studios states it hopes the event will set a “new global benchmark for fashion experiences” as a “Runway to the Future” combining technology_ fashion_ and beauty through an immersive and interactive experience_ by inviting the audience to become co-creators of the show itself.
The event has been strategically scheduled between London Fashion Week and the BRIT Awards to celebrate the North West_s growing influence on the UK fashion and creative industries_ while also highlighting a move beyond the traditional catwalk to an experience designed “as a collision of physical and digital worlds_” brought to life by Google Cloud_s immersive and shoppable technology.
THG Studios promises that attendees will witness “the future of fulfilment” by engaging with AI-generated models and experiencing “a new era of retail where every look is instantly shoppable”.
Hannah Pym_ chief brand and marketing officer at THG Ingenuity_ said: “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.”
The event will also be more than just a fashion show_ but rather the _runway to the future_ will serve as a forum_ bringing together leaders from retail_ technology and influential voices in the creator community_ added THG Studios_ designed to “spark collaboration and redefine the intersection of commerce and creativity”.
Moses Rashid_ global marketing director at Topshop and Topman_ added: “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.”