Fashion retailer Topshop is to launch an interactive musical summer campaign, featuring secret pop-up gigs and a collection inspired by actress Kate Bosworth, it has been announced today.
‘Topshop Festival’ aims to celebrate Brits’ attitudes towards festival style and will feature imagery both in stored and online globally as well as live music events around the world which will then be available via iTunes.
Focusing on ‘the discovery of music’, the campaign will see customers given invitations at random when shopping on tablets, mobiles or in store while playlists available at shops will link to Shazam for additional content.
A series of online competitions will also be set up providing clues to allow users to win tickets to events featuring new artists.
Users of the Topshop iPhone app can scan barcodes to gain access to additional content and a festival guide edited by iD magazine’s Lauren Cochrane will also be available.
A short interactive film featuring Bosworth is set to launch on Topshop.com and across its social platforms and the soundtrack is available to buy online instantly.
Entitled ‘The Road to Coachella’, the film shows a number of products, all of which are clickable, shareable and shoppable and Bosworth expressed excitement about the next phase of her partnership with the retailer.
Topshop’s latest collection features 16 pieces based on Bosworth’s own style which were created by the retailer’s Design team.
“I’ve always had a love of fashion,” she said.
“To gain learning experience from the Topshop design team has been a great opportunity for me.
“Our intent was to create fresh, wearable, and effortless festival pieces. I am proud of our work together and I adore these pieces, they fit perfectly with the mood of the ‘Topshop Festival’ collection.”
The retailer added that it will announce a new music partnership later this month.