Topshop to Headline World’s First AI-Driven Shoppable Catwalk in Manchester

British fashion brand Topshop is set to take center stage at the world’s first AI-driven, immersive, shoppable catwalk experience, created by THG Studios, the creative arm of THG Ingenuity. The groundbreaking event will be held on February 26, 2026, at THG Studios in Manchester, in partnership with headline sponsor PayPal and technology partner Google Cloud. Certified by the World Record Certification Agency (WRCA), the showcase aims to establish a new global benchmark in fashion innovation by merging cutting-edge technology with an interactive runway format.

Strategically scheduled between London Fashion Week and the BRIT Awards, the event celebrates the North West’s rising influence in the UK’s fashion and creative sectors. Attendees will be introduced to “the future of fulfilment,” featuring AI-generated models and instant shoppable looks powered by Google Cloud’s immersive retail technology. THG Ingenuity’s chief brand and marketing officer, Hannah Pym, emphasized that the initiative will fuse physical and digital experiences to redefine how audiences engage with fashion, marking Manchester as a growing hub of creative and technological innovation.

Beyond a traditional fashion show, the “Runway to the Future” will act as a collaborative forum uniting leaders in retail, technology, and the creator economy. Topshop’s global marketing director, Moses Rashid, noted that the brand is proud to be part of this historic evolution in the industry. He described the AI-driven catwalk as a transformative moment where creativity, technology, and culture intersect, positioning Manchester at the forefront of fashion’s next era.

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