Topshop’s ‘Runway to the Future’ has been certified as the world’s first AI-driven immersive, shoppable catwalk by the WRCA (World Record Certification Agency).
The Manchester event was delivered by THG Studios in collaboration with Google Cloud and headline sponsor PayPal, taking place on 26 February 2026. It sought to redefine the conventional catwalk format through real-time commerce and AI-enabled interaction.
AI-Enabled Interaction and Live Commerce
Guests, including creators and leaders from marketing, technology and culture, accessed a bespoke event app, ‘Front Row AI’, developed by THG Ingenuity. The platform enabled attendees to interact with the show, try on virtual outfits and purchase looks directly from the catwalk during the live presentation.
AI was integrated throughout the production process. Creative development, from visual language to digital environments, utilised AI-assisted generative workflows. On the night, an AI Host guided guests alongside Digital Content Creator and Entrepreneur Patricia Bright. Interactive AI Stylists, powered by Noonah and featuring Google Cloud technology, provided a virtual try-on experience.
Hybrid Catwalk Format
The catwalk combined 30 in-person models with AI-generated virtual avatars, presenting a hybrid format for fashion presentation. The show featured key pieces from the latest Topshop and Topman collections, with 85% of the collection available to purchase on the night.
“This event was our ‘runway to the future’, and its success has validated our vision for the next era of commerce. We proved that when you fuse creativity with technology, you can create powerful, personal, and commercial experiences that build deep, meaningful connections. The results speak for themselves; we have not only celebrated the revival of a brand like TOPSHOP but have provided tangible proof for how to thrive in an era where content is the new storefront. This is a new operating model for brand experience, designed and delivered right here in Manchester.”
Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity
“Last night’s show marked a defining moment for Topshop. Bringing an AI-powered, fully shoppable runway to life in Manchester, proved what’s possible when fashion embraces technology with ambition. The response from guests has been incredible, and we’re proud to be setting a new standard for immersive retail experiences.”
Moses Rashid, Global Marketing Director, Topshop & Topman
As part of a wider focus on nurturing emerging talent, the show’s finale was designed and presented by students from the University of Salford and Manchester Metropolitan University, reflecting THG Studios’ stated commitment to supporting Manchester’s creative ecosystem.
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