Topshop is taking part in the world’s first AI-driven catwalk on 26 February 2026.
Held at THG Studios in Manchester, the event will consist of a “collision of physical and digital worlds,” where attendees are guided through a series of immersive zones.
The brand’s show will be designed as an interactive experience, which will invite audience members to become co-creators.
Using Google Cloud technology, guests will be able to engage with AI-generated models, with each of the retailer’s looks being instantly shoppable.
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Topshop and Topman global marketing director Moses Rashid described the event as 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,” he added.
THG Ingenuity chief brand and marketing officer Hannah Pym 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.”
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