Topshop is set to headline a groundbreaking fashion event described as the world’s first AI-powered, immersive shoppable catwalk. Scheduled for 26 February 2026, the show will be staged at THG Studios in Manchester and developed in partnership with PayPal, Google Cloud, and the World Record Certification Agency (WRCA), which will certify the event as a world first.
Billed as the “Runway to the Future”, the show aims to reimagine the traditional fashion week format by combining AI-generated modelling, immersive staging, and real-time retail. The production will allow attendees to explore a fully interactive runway where every look is instantly shoppable, turning the catwalk into a live commerce experience.
The event is a collaboration between Topshop and THG Ingenuity, the e-commerce and innovation division behind THG Studios. According to Hannah Pym, Chief Brand and Marketing Officer at THG Ingenuity, the project reflects a major step in the integration of technology and creativity.
“The World’s First AI-Driven Immersive, Shoppable Catwalk is our ‘runway to the future’, exploring the future of tech, fashion, beauty and beyond through an immersive in-person fashion-inspired experience,” she 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.”
Topshop will serve as the lead fashion house behind the production, which has been strategically scheduled between London Fashion Week and the BRIT Awards. Organisers say the timing is intended to spotlight Manchester and the wider North West region as an increasingly influential player in the UK’s creative and fashion landscape.
Visitors to the show can expect a hybrid experience combining physical sets and virtual production, with technology supplied by Google Cloud. From AI-generated models to a series of immersive, themed zones, the environment is designed to encourage interaction and exploration while showcasing the future of fulfilment and digital retail.
The use of AI and immersive zones reflects wider investment by THG Studios in virtual production and creative tech. The studio’s recent developments include the launch of its generative AI innovation hub, the iLab, aimed at reshaping how marketing content is conceived and delivered.
Moses Rashid, Global Marketing Director at Topshop & Topman, said: “Topshop has always stood at the forefront of British fashion, and we’re proud to be part of this groundbreaking moment in our industry. 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. We’re excited to be part of a movement that’s redefining how fashion is experienced, shared and shopped, and to be leading this new era from the heart of Manchester.”
The event will welcome creators, cultural figures, and industry leaders, and will serve as both a showcase and a forum for exploring the evolving relationship between commerce, creativity, and digital engagement. Additional partners are expected to be announced in the lead-up to the show, further strengthening its position on the global fashion calendar.
WRCA will formally certify the production, validating its claim as the first of its kind and recognising it as a new benchmark for innovation in fashion presentation.
