The Topshop Unique show at London Fashion Week is all about innovation and interaction. Last season, online viewers from around the world could comment on, share, and shop the looks as soon as they sashayed down the runways. This time 'round, they've gone further and have partnered with a digital platform Chirp to provide an even greater insight into what goes on behind the scenes. Chirp is a sharing system based on birdsong that allows users to share content with people in the same place without the need for email addresses or follows. Meaning, you don't have to befriend everyone in the front row to know what they are seeing.
At the Topshop show, Chirp app users will be provided with images they can tap on to reveal information about a particular look. From the outfit being first created in the pattern room to the makeup tests and runway run-throughs, the user will see everything. Not got a ticket to the show? No matter, as the Topshop flagship store in Oxford Street will have a Chirp and Twitter garden where you can walk through to receive content. The brand's homepage will also have a Chirp gallery for viewers to check out content from the comfort of their sofas. Click the video below for a tantalizing glimpse of what is to come.