Topshop redefines fast fashion

Topshop Unique AW14.

Topshop Unique AW14.

We all know the days of runway shows being only for the eyes of the fashion industry elite are long gone; as is the six-month time frame in which customers have to wait to get their hands on the latest trends, due to the rise of digital media and fast fashion.

In a move to further democratise the fashion industry, Topshop Unique is this year debuting some of its SS15 collection at London Fashion Week, and some of it directly on social media – which can also be bought before the front row have even vacated their seats.

Topshop CEO Sir Phillip Green said presenting looks both on the runway and online gave the brand’s social network unprecedented access.

“I believe that enabling Topshop’s fans to view key looks from the collection before our industry insiders is a real revolution – and one that we are proud to pioneer.”

The brand’s collection for next season is being presented on Monday morning (NZT), immediately after which six pieces from the range will be exclusively debuted on Facebook and available for purchase in store and online.

READ: See Cara Delevingne in the new Topshop campaign