Topshop and THG Studios plan ‘world first’ AI-driven catwalk show

Topshop and creative marketing agency THG Studios are planning an AI-driven, shoppable catwalk show in Manchester next year. The event, scheduled for 26 February 2026 at THG Studios’ facility in the city, will be certified by the World Record Certification Agency and is set to be the “world’s first” AI-driven immersive, shoppable catwalk.

The project is being delivered with headline sponsor PayPal and technology partner Google Cloud. Organisers say the experience, called “Runway to the Future”, is designed as an interactive show in which guests can influence elements of the production.

Topshop is positioned as the fashion house behind the event, which has been timed to sit between London Fashion Week and the BRIT Awards. The companies say the scheduling highlights the North West’s growing role in the UK’s fashion and creative industries.

The production will feature a set of physical and digital zones built around Google Cloud technology. Attendees are expected to see demonstrations of AI-generated models and on-site fulfilment tools, with each look designed to be instantly shoppable. The guest list will include creators, industry figures and cultural partners.

Further details on the production, including format, participating designers and the scope of the interactive features, are expected to be confirmed closer to the event.

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.” 

Moses Rashid, global marketing director, Topshop and 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.”