Runway-to-retail: Topshop Unique September 2016

Runway-to-retail: Topshop Unique September 2016

A unique shopping experience

Image: Topshop

Good news for impatient Topshop fans (us included); you can now shop selected pieces as soon as the last model leaves the runway

They say good things come to those who wait, but with the new Topshop Unique 2016 collection, you just don't have to anymore. On 18th September, the British high-street retailer makes its see-now-buy-now debut where customers get to shop Topshop Unique pieces directly from the runway at London Fashion Week. From casual separates to finale dresses, fans of the brand can purchase immediately after the show on and in selected stores across the globe - including our very own store at Pavilion KL.

The brand's managing director, Mary Homer says, ""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." Sheena Sauvaire, Topshop's Global Communications and Marketing Director adds, "We see this season's shift to the Runway-to-Retail format as the logical conclusion in our drive to democratise fashion and, given Topshop's real-time fashion model, something that feels like a very natural evolution for the brand." 

Topshop is not the first to adopt the runway-to-retail approach. Already on the bandwagon are high-fashion labels such as Burberry, Tommy Hilfiger, Kate Spade and Tom Ford, or through special capsules like Prada, Alexander Wang, Proenza Schouler and more. Time to get your shopping carts ready, ladies.


Enjoy the exclusive Topshop Unique September 2016 trailer below: 

Tune in to at 9PM on 18th September to watch the show live, and to shop selected pieces soon after.

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