Topshop, THG Studios, PayPal and Google Cloud team on AI powered shoppable catwalk

THG Studios and Topshop are partnering to deliver what is pitched as the world’s first AI driven immersive, shoppable catwalk. The event will be presented in collaboration with headline sponsor, PayPal and technology partner, Google Cloud.

It will take place on 26th February 2026 at THG Studios in Manchester and be certified by the WRCA (World Record Certification Agency). Scheduled between London Fashion Week and the BRIT Awards, it celebrates the North West’s growing influence on the UK fashion and creative industries.  

The experience is designed as a collision of physical and digital worlds, brought to life by Google Cloud’s technology, guiding guests through a series of immersive zones. Attendees will engage with AI generated models, and every look will be instantly shoppable. It will be shared with a guest list of creators, industry leaders and cultural figures.  

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, says: “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.” 

Moses Rashid, Global Marketing Director, Topshop and Topman, says: “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.” 

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.