THG Studios, the award-winning creative marketing agency, and British fashion brand Topshop today announce they are uniting to deliver The World’s First AI-Driven Immersive, Shoppable Catwalk. The landmark fashion event is presented in collaboration with headline sponsor, PayPal and technology partner, Google Cloud. The production will take place on 26 February 2026 at the state-of-the-art THG Studios in Manchester and be certified by the WRCA (World Record Certification Agency).

The event aspires to set a new global benchmark for fashion experiences with this “Runway to the Future” designed as an interactive experience, inviting its audience to become co-creators of the show itself. The project’s ambition is to create the world’s first interactive shoppable runway, making every step of the journey a point of interaction, discovery, and excitement.  

The show reinforces Topshop’s position as a leading name in British Fashion, with the brand confirmed as the fashion house behind this landmark production. Strategically scheduled between London Fashion Week and the BRIT Awards, the event celebrates the North West’s growing influence on the UK fashion and creative industries.  

Moving beyond the traditional runway, the experience is designed as a collision of physical and digital worlds, brought to life by Google Cloud’s immersive and shoppable technology, guiding guests through a series of immersive zones. Attendees will witness the future of fulfilment, engage with AI-generated models, and experience a new era of retail where every look is instantly shoppable. The experience will be shared with an exclusive guest list of top-tier creators, industry leaders and cultural figures.  

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, said: “The World’s First AI-Driven Immersive, Shoppable Catwalk is our ‘runway to the future’, exploring the future of tech, fashion, beauty and beyond through an immersive in-person fashion-inspired experience. Uniting with an iconic brand like Topshop is a statement of our ambition. 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.”

More than just a fashion show, the "Runway to the Future” will serve as a unique forum, bringing together leaders from retail, technology and some of the most influential voices in the creator community. This is designed to spark collaboration and redefine the intersection of commerce and creativity. THG Studios expects to announce a series of other key partners soon, further cementing the event’s status as a must-attend moment.  

Moses Rashid, Global Marketing Director, Topshop & Topman, said: “Topshop has always stood at the forefront of British fashion, and we’re proud to be part of this groundbreaking moment in our industry. 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.”

For more information or to reserve your seat, click here.