Topshop pairs immersive catwalk show with Lookfantastic TikTok live beauty shopping experience

Topshop is adding another interactive layer to its already highly anticipated “Runway to the Future” catwalk, with online audiences invited to participate in a beauty shopping event on TikTok Live, hosted by Lookfantastic and Shark Beauty. 

On Thursday 26 February, Topshop will be hosting an AI-driven, immersive, shoppable catwalk that will allow an exclusive in-person audience to buy looks directly off the runway.

The invite-only catwalk show will form part of a larger, in-person only event that will see attendees progressing through a series of themed zones that explore emerging retail concepts, including AI-generated models, digital fulfilment solutions and new approaches to consumer engagement.

Yet, in a surprise announcement, the iconic British retailer is now also inviting online audiences to participate in this milestone event by inviting them to join a live beauty shopping experience hosted by Shark Beauty and Lookfantstic on social media platform TikTok.

Lookfantastic will be hosting live shopping on TikTok

The live beauty event will take place concurrently with the runway show, allowing shoppers to purchase Shark Beauty products live via TikTok Shop, and will be broadcast directly from creative marketing agency THG Studios’ creator studio.

It allows a larger number of Topshop fans engages with the catwalk's "Runway to the Future" theme, by showcasing how the future of commerce will combine retail, technology and the creator community.

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, said: “This event marks a pivotal moment for retail. We are not only celebrating the high street revival of Topshop but also demonstrating the future of interactive commerce with Shark Beauty and Lookfantastic.

“Our mission is to close the gap between inspiration and transaction. By integrating a live TikTok Shop experience directly into our World’s First AI-Driven Immersive, Shoppable Catwalk event, we are providing a tangible playbook for how brands, whether they are heritage names or digital natives, can thrive in an era where content is the new storefront.”

The AI-driven, fully immersive catwalk show celebrates Topshop’s full-scale rollout this month, following the brand surprise return to the high street last November, when it launched a series of exclusive pop-ups in select John Lewis stores.

TikTok has seen a strong surge in demand for live shopping, especially during BlackFriday, which saw a 68% rise in live-shopping sales driven by thousands of brands and creators hosting events during the week. Shark UK and Lookfantastic being among the platform's top performers.