THG Studios, Topshop, PayPal, Google Cloud bag world record with AI powered shoppable catwalk

Marketing agency, THG Studios, is laying claim to a new global benchmark for interactive brand experience with its 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 on 26th February, turned the traditional catwalk into a living, shoppable ecosystem.

A guest list of 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 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.

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.

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, says: “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 and Topman, says: “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 production was made possible by a collective of 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.  

The show’s finale was designed and presented by students from the University of Salford and Manchester Metropolitan University as part of THG Studios’ focus on fostering Manchester’s creative ecosystem. 

2026 RTIH Innovation Awards

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

The awards are now open for entries and 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.