World Record Verified: THG Studios’ World’s First AI-Driven Immersive, Shoppable Catwalk Sets New Global Benchmark for Retail and Brand Experience

THG Studios, the award-winning creative marketing agency, has set a new global benchmark for interactive brand experience with its landmark ‘Runway to the Future’ event. The production has been officially certified as the World’s First AI-Driven Immersive, Shoppable Catwalk by the WRCA (World Record Certification Agency).

Headlined by British fashion brand Topshop and presented in collaboration with headline sponsor PayPal and technology partner Google Cloud, the production, which took place last night on 26 February 2026, transformed the traditional catwalk into a living, shoppable ecosystem. An exclusive guest list of top-tier creators, marketing and technology industry leaders, and cultural figures used a bespoke event app built by THG Ingenuity, ‘Front Row AI’, to interact with the show, try on virtual outfits and purchase looks directly from the runway in real-time.

The production showcased a seamless collaboration between human ingenuity and AI, with AI integrated at every stage. The creative vision, from visual language to digital environments, was developed using AI-assisted generative workflows. During the event, an AI Host guided guests alongside Digital Content Creator and Entrepreneur, Patricia Bright, while interactive AI Stylists, powered by Noonah, featuring Google Cloud technology, offered a virtual try-on experience. The runway itself featured a blend of human models and AI-generated virtual avatars, demonstrating a new hybrid format for fashion presentation.

The show spotlighted key pieces from the latest Topshop and Topman collections, highlighting the brands’ continued focus on craft, detail and trend led design. The runway featured 30 in person models, with 85% of the collection shoppable on the night, bringing the fusion of technology and fashion to life in real time. This underscores Topshop’s continued momentum, signaling a new era for the brand defined by innovation, cultural relevance, and a future-focused approach to retail.

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, said: “This event was our ‘runway to the future’, and its success has validated our vision for the next era of commerce. We proved that when you fuse creativity with technology, you can create powerful, personal, and commercial experiences that build deep, meaningful connections. The results speak for themselves; we have not only celebrated the revival of a brand like TOPSHOP but have provided tangible proof for how to thrive in an era where content is the new storefront. This is a new operating model for brand experience, designed and delivered right here in Manchester.”

Moses Rashid, Global Marketing Director, Topshop & Topman, added: “Last night’s show marked a defining moment for Topshop. Bringing an AI-powered, fully shoppable runway to life in Manchester, proved what’s possible when fashion embraces technology with ambition. The response from guests has been incredible, and we’re proud to be setting a new standard for immersive retail experiences.”

The landmark production was made possible by a collective of world-class partners and sponsors. This includes TOPSHOP, PayPal, Google Cloud, EVRI, Geekplus, Zencargo, THG Fulfil, Noonah, Insert Productions, Boss Models, and Coupe. The event also featured a live social commerce experience in partnership with Shark Beauty and LOOKFANTASTIC.

In a commitment to nurturing the next generation of industry leaders, the show’s finale was designed and presented by students from the University of Salford and Manchester Metropolitan University. This initiative is part of THG Studios’ wider dedication to fostering Manchester’s creative ecosystem.