Topshop to host 'world’s first' AI-driven shoppable catwalk - here's everything you need to know

British fashion brand Topshop is hosting what it describes as the world’s first AI-driven, immersive, shoppable catwalk later this month.

The event, titled Runway to the Future, will take place on 26 February at THG Studios in Manchester and is set to be certified by the World Record Certification Agency (WRCA).

Moving beyond the traditional runway format, the production is designed to encourage direct audience engagement through a blend of physical and digital touchpoints.

Every look showcased during the event will be available to shop in real time, allowing guests to interact with the collection as it is presented.

Attendees will progress through a series of themed zones that explore emerging retail concepts, including AI-generated models, digital fulfilment solutions and new approaches to consumer engagement.

Scheduled between London Fashion Week and the BRIT Awards, the event takes place at a "key moment" in the UK’s cultural calendar, while also aiming to underline Manchester and the North West’s growing influence across the fashion and creative industries.

Attendance will be limited to an invited audience of creators, industry leaders and cultural figures. Alongside the presentation, the event aims to act as a platform for discussion and collaboration "at the intersection of fashion, technology and the creator economy".

Moses Rashid, Global Marketing Director, Topshop & Topman, said: "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."

The announcement comes amid a broader multi-channel revival for Topshop. The brand made a surprise return to the high street in November, launching a series of exclusive pop-ups in select John Lewis stores ahead of its full-scale rollout this month.

In recent months, the revitalised label has also relaunched its dedicated website, staged a catwalk show in Trafalgar Square, and unveiled a partnership with Liberty - signalling a confident return to the fashion spotlight.