Engagement Tech for Fashion Shows | Topshop x Google Cloud

THG Studios wanted to relaunch Topshop with a stylish, innovative fashion show while demonstrating their creative and technical capabilities to leading high street and cosmetics brands.

The event needed to break new ground. AI-powered touchpoints were essential to elevate the runway experience and generate meaningful engagement with a fashion-forward, influencer-heavy audience.

At the entrance to the show, Glamdroid® delivered a paparazzi-style arrival – setting the tone for a premium, content-first event.

Inside the Google Cloud zone, AI Virtual Try-On allowed guests to digitally step into Topshop’s new collection, combining fashion and AI in a way that felt future-facing.

Both experiences were fully branded and designed to generate instant, shareable outputs – critical for an audience primed to post.

Positioned at the entrance to the catwalk, Glamdroid® created a high-impact arrival moment.

Guests stepped up against a custom mirror backdrop and were directed by our on-site team to perform a simple, confident move. On cue, Glamdroid® captured a clean, elegant push-shot – producing a cinematic slow-motion video worthy of a fashion launch.

Guests downloaded their branded clip instantly via Share Station+ by scanning a QR code and entering their email address. For an influencer-heavy crowd, this frictionless sharing mechanic ensured the event quickly spread across social media.

The result was premium, runway-ready UGC that amplified the event’s visibility in real time.

To power the AI Virtual Try-On experience, we partnered directly with Google Cloud. Google Cloud provided the AI model, while Noonah designed and built the hardware, physical environment, and overall user experience – delivering a seamless, brand-ready activation.

Guests stepped up to the console, entered their name and email address, and captured a full-body image. They were then guided through Topshop and Topman’s new outfit catalogue, selecting up to four looks to try on virtually.

Within seconds, the AI dressed them in their chosen outfits, allowing them to compare styles and select a favourite. Their final look was placed into a Topshop-branded background with campaign overlays, ready for download via QR code.

We then animated the image into a short catwalk-style clip – showing each guest strutting down the runway in their selected outfit – which was delivered directly to their inbox.

To amplify the experience further, every AI mini movie was displayed live on a large Cloud Wall within the space. This transformed individual outputs into a collective spectacle, drawing attention from across the venue. Guests gathered to watch the screen, look for their own catwalk moment, and share it with friends – increasing dwell time and reinforcing the immersive, AI-driven nature of the event.

The activation resonated strongly with a fashion-forward audience. Guests embraced both experiences, generating significant user-generated content across social platforms.

Glamdroid® elevated the entrance moment, while AI Virtual Try-On delivered a personalised styling experience aligned with the future of retail.

Together, the experiences reinforced Topshop’s relaunch as innovative, immersive, and digitally led – while positioning THG Studios as a leader in AI-driven fashion events.