Topshop has partnered up with Facebook, enabling customers to capture key looks from live streams of London Fashion Week to customise and share them with friends.

Called Shoot the Show, the tool is Topshop’s “most advanced immersive and engaging social experience” it has created so far.

By clicking on a button in the corner of the live stream or on demand version of Topshop Unique’s London Fashion Week catwalk show, users will be able to change the colour of selected key looks and accessories and share them on Facebook the moment they hit the runway.

Users can also order items three months ahead of standard time. As well as clothing, shoppers are also able to buy or share the music – downloadable on topshop.com from iTunes - and beauty products, which can be delivered in 48 hours.

Topshop chief marketing officer Justin Cooke said: “This show is all about the customer and creating what we call ‘social entertainment’ around our product.

“We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’’

Topshop is also offering its followers the chance to win VIP tickets to the next show to whoever tweets the best review of the collection in 140 characters on the day. All tweets will be broadcast live on topshop.com.

Arcadia chief executive Sir Philip Green said: “This digital innovation with facebook marks another exciting step for Topshop. A key supporter of London Fashion Week through the sponsorship of New Gen, and the only high street brand to show on schedule, Topshop is constantly looking for new ways to excite and involve our fashion savvy customer.”  

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