Topshop to stage world's first AI-driven shoppable catwalk

Having staged a statement physical catwalk show in Trafalgar Square this year, Topshop will be pushing boundaries again next season by staging the world's first AI-driven, shoppable catwalk experience, dubbed 'The Runway to the Future'.

The initiative is being staged in partnership with THG Studios, the creative agency arm of THG Ingenuity, Paypal and Google Cloud. It will be staged on 26 February 2026 at THG Studios in Manchester and will be certified by the WRCA (World Record Certification Agency).

It aims to set a new standard for interactive fashion experiences, with shoppers invited to become co-creators of the show. Using Google Cloud, attendees will be guided through a series of immersive zones. Along the way, they will witness the future of fulfilment, engage with AI-generated models, and 'experience a new era of retail' where every look is instantly shoppable. The experience will be shared with an exclusive guest list of top-tier creators, industry leaders and cultural figures.

Alva Claire, Cara Delevingne and Adwoa Aboah attend the Topshop and Topman Autumn/Winter 2025 Show in Trafalgar Square (PA)

Topshop & Topman Global Marketing Director Moses Rashid 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 event's date has been chosen strategically to sit in between London Fashion Week and The BRIT Awards and has been designed to celebrate the North West’s growing influence on the UK fashion and creative industries.

THG Ingenuity Chief Brand and Marketing Officer Hannah Pym 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.”

Topshop at Liberty

Topshop & Topman have been relaunched this year, following the completion of a joint venture ownership deal last September between ASOS and Heartland A/S, the investment company of Bestseller owner and ASOS shareholder Anders Holch Povlsen. A dedicated website for the brands (formerly part of the Arcadia Group until their acquisition by ASOS in 2021) has been unveiled this year, while the physical catwalk show was staged in August.

The brands subsequently announced a return to physical retail via deals with Liberty, which now houses a Topshop concession, and John Lewis which will feature Topshop across its store estate from February and Topman in select stores. Pre-Christmas pop-ups are being staged in John Lewis stores as a prelude to the full roll-out early next year.