Topshop has announced a partnership with fashion magazine British Vogue to launch its new collection at an immersive retail experience in London.

The one-day event, called The Flower Market, will take place at restaurant Wild in Notting Hill, turning it into a Vogue-curated fashion and floral space designed to showcase the new collection.

The fashion retailer said the experience will allow visitors to explore the collection, hear styling advice from Vogue editors and receive hand-tied bouquets of flowers inspired by the range. The event will also feature live music curated by British Vogue contributing editor Zezi Ifore.

Topshop said the English Garden collection draws on the brand’s London design heritage, combining craftsmanship and contemporary styling with a seasonal focus on texture, colour and lightweight fabrics.

“Designed in London, this collection reflects our focus on craftsmanship and quality,” said Moses Rashid, Topshop’s marketing director. “Showcased through The Flower Market, we’re bringing together Vogue and Topshop communities to experience the collection on the day of release, with a Live DJ and other Topshop branded moments.”

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

During the 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 for the event.

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