Topshop & THG Studios launch world-first AI shoppable catwalk

THG Studios and British fashion brand Topshop have announced a landmark partnership to stage the world’s first AI-driven immersive, shoppable catwalk, certified by the World Record Certification Agency.

THG Studios and Topshop will host the world’s first AI-driven immersive, shoppable catwalk on February 26, 2026 in Manchester.
Supported by PayPal and Google Cloud, the ‘Runway to the Future’ merges physical and digital experiences, featuring instantly shoppable looks.
Timed between London Fashion Week and the BRIT Awards, the event brings together leaders in fashion, retail, tech and culture.

The ‘Runway to the Future’ event will take place on February 26, 2026, at THG Studios’ state-of-the-art Manchester facility, supported by headline sponsor PayPal and technology partner Google Cloud.

Strategically positioned between London Fashion Week and the BRIT Awards, the show aims to establish a new global benchmark for fashion experiences while spotlighting the North West’s growing role in the UK creative economy. Topshop has been confirmed as the fashion house leading the production, underscoring its renewed momentum in British fashion, THG Ingenuity said in a release.

“The world’s first AI-driven immersive, shoppable catwalk is more than a runway, it’s 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,” Moses Rashid, global marketing director, Topshop & Topman, said.

Designed as an interactive journey, the runway merges physical and digital environments through Google Cloud’s immersive and shoppable technology. Attendees will move through a series of futuristic zones showcasing AI-generated models, real-time fulfilment innovations and instantly shoppable looks, turning every moment into a point of discovery and engagement.

Curated for an exclusive guest list of top creators, industry leaders and cultural influencers, the event aims to spark new dialogue at the intersection of retail, technology and creativity. THG Studios plans to reveal additional partners in the coming months, positioning ‘Runway to the Future’ as a must-attend moment on the global fashion calendar.

“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,” Hannah Pym, chief brand and marketing officer, THG Ingenuity, added.

Fibre2Fashion News Desk (HU)