Topshop offers customers new runway trendspotting technology

During London Fashion Week, the UK's style-savvy retailer is partnering with Twitter to give trendhunters instant access to next season's key looks hot off the catwalk.

Topshop will unveil its latest digital innovation live at the Topshop Unique Fall15 fashion show at 3pm GMT on Sunday.

For the first time, Twitter technology will enable the most covetable trends from the show to be almost instantly displayed on six real-time shoppable billboards in London, Leeds, Birmingham, Manchester, Liverpool and Glasgow.

Tweets from @TOPSHOP will also highlight trends straight from the Unique runway on TOPSHOP.com and at the Oxford Circus flagship store, which will be equipped with a screening area and a digital billboard mounted on the shop front.

Customers will then be able to tweet @Topshop using one of the trend hashtags, for instance #colourblocking, #pleats and #utility, to receive a curated on-trend shopping list of looks that can be purchased immediately.

This will be one of the first times a brand is using real-time big data to inspire and curate a customer's shopping journey.

Another special feature of the Topshop fashion show is the "vine booths". The brand's army of top-models will step into a vine booth before they take their turn on the catwalk. The 6-second 'Vines' will capture the full looks and share them across social networks, and on the brand's website as they appear on the runway.

Arcadia Group CEO, Sir Philip Green commented, "Topshop is proud to remain a principal supporter of London Fashion Week and NEWGEN, which enables us to nurture young talent by giving designers the opportunity to show their collections to a worldwide audience.

"Whether we are giving them a look behind the scenes at the show or partnering with a global platform such as Twitter to allow them to shop the trends in real time, our aim is to create a truly inclusive experience."

Unique -- Topshop's high fashion collection designed by its in-house team -- has been showing at London Fashion Week since 2005, making Topshop the first high street brand to do so. Sunday's show will be the retailer's 27th season at the event.