Topshop has staged an AI-driven, fully shoppable fashion show, which has been certified as the world’s first by the World Record Certification Agency (WRCA).

During the British fashion brand’s Manchester show, customers could try on virtual outfits and purchase around 80 per cent of the items shown on the runway in real time.

Topshop partnered with Google Cloud, PayPal and marketing agency THG Studios, which built the event’s app.

The runway featured a blend of human models and AI-generated virtual avatars, which Topshop said demonstrated a new hybrid format for fashion presentation.

Topshop added that the production showcased a collaboration between human ingenuity and AI, with the technology integrated at every stage.

The visual language and digital environments used in the show were developed using AI-assisted generative workflows.

During the event, Topshop said an AI host guided guests alongside digital content creator and entrepreneur Patricia Bright, while interactive AI stylists offered a virtual try-on experience.

“Bringing an AI-powered, fully shoppable runway to life in Manchester proved what’s possible when fashion embraces technology with ambition,” said Moses Rashid, global marketing director, Topshop & Topman. “The response from guests has been incredible, and we’re proud to be setting a new standard for immersive retail experiences.”

Last month Topshop returned to the British High Street as part of a partnership with department store John Lewis. The tie-up sees the brand available in all 32 of the company's department stores, and marks a return for Topshop and its menswear sister brand Topman to physical retail for the first time since former parent company Arcadia's collapse into administration in 2021.

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