British clothing brand Topshop will next year headline an AI-driven catwalk developed by THG Studios in a “world first”.
The “immersive” and “shoppable” catwalk production is being hosted in collaboration with PayPal and Google Cloud.
The experience is powered by Google Cloud’s technology, which will guide guests through a series of “immersive zones”. They will be able to engage with AI-generated models and directly buy any runway look during the catwalk.
THG Studios said that the catwalk will be shared with an “exclusive” guest list of “top-tier” creators, industry leaders, and cultural figures.
It will take place on 26 February 2026 at the company’s studio in Manchester.
“Topshop has always stood at the forefront of British fashion, and we’re proud to be part of this groundbreaking moment in our industry,” said Moses Rashid, global marketing director, Topshop & Topman. “The World’s First AI-Driven immersive, shoppable catwalk is more than a runway, it’s a reimagining of fashion’s future, where creativity meets technology and culture.”
The move comes after Topshop recently returned to the High Street through partnerships with John Lewis and Liberty in London.
Hannah Pym, chief brand and marketing officer, THG said: “Uniting with an iconic brand like Topshop is a statement of our ambition. In collaboration with a global leader in digital payments PayPal, we are creating a new global benchmark for fashion experiences, fusing physical and digital to build connections that matter. The future of fashion is being designed right here in Manchester, and this event is a testament to the creative and technological power of the North, proving that innovation is thriving outside traditional capitals.”
