Shark Beauty and LOOKFANTASTIC bring live social commerce to AI driven shoppable catwalk

THG Studios has announced an enhancement to its upcoming AI driven immersive, shoppable catwalk.   

Celebrating the return of fashion brand Topshop to the UK high street through its partnership with John Lewis, the event on Thursday, 26th February will now also feature a live social commerce experience in partnership with Shark Beauty and LOOKFANTASTIC, demonstrating how brands can convert cultural moments into instant sales.  

The pair will host this on TikTok, broadcast directly from THG Studios’ creator studio. This activation runs concurrently with the main catwalk event, which is headlined by Topshop, offering both in-person guests and a global online audience the chance to purchase Shark beauty products in real-time.

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, says: “This event marks a pivotal moment for retail. We are not only celebrating the high street revival of Topshop but also demonstrating the future of interactive commerce with Shark Beauty and LOOKFANTASTIC.”

“Our mission is to close the gap between inspiration and transaction. By integrating a live TikTok Shop experience directly into our world’s first AI driven immersive, shoppable catwalk event, we are providing a tangible playbook for how brands, whether they are heritage names or digital natives, can thrive in an era where content is the new storefront.”  

 2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.