For its September 2016 Topshop Unique collection, customers around the world will be able to immediately shop a selection of looks straight from the runway as they appear before them.

Taking place on 18th September, the show will be a pioneering highlight of the upcoming London Fashion Week schedule, and see East London’s iconic Old Spitalfield’s market as the setting for the mother of all democratic industry initiatives.

The clever approach to enabling all to sample the new season wares with such immediacy is both technology-led, with select styles being available to shop online, as well as physical, thanks to a capsule edit of pieces also being ready to buy in key stores around the world.

Topshop has always operated as a particularly consumer-driven brand, and this September is further proof, if needed, that it is a company that places the focus firmly on its customers. In a statement released to the press, Mary Homer, Topshop’s Managing Director, said: “Bringing our customers closer to the London Fashion Week experience has always been a focus for us, but now, more than ever, in a rapidly changing global marketplace where consumers demand immediacy, we recognise the importance of disrupting the traditional model.”

Twin was one of a handful of titles that had exclusive access to the collection on offer earlier this year, and what is coming up will not disappoint. Oversize, cropped puffer jackets were a highlight, as were the nods to ’80s tailoring, delicate evening slips and clever-as-always tailoring.

“The starting point for the Unique collection is always the celebration of British style and its rich heritage, so we feel Spitalfields provides the perfect backdrop to showcase our new collection. With a history steeped in over 350 years of selling to the general public, we also feel it’s a fitting venue in which to debut our ‘Runway-to-Retail’ concept.” – Kate Phelan, Topshop’s Creative Director

Topshop.com

Tags: catwalk, Kate Phelan, LFW, Topshop