# AI-Driven Shoppable Catwalks Topshop and THG Studios are Hosting a Next-Gen Fashion Experience By Laura McQuarrie | Published 2025-11-27 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk References: [retailtechinnovationhub](https://retailtechinnovationhub.com/home/2025/11/27/topshop-thg-studios-paypal-and-google-cloud-team-on-ai-powered-shoppable-catwalk)  In 2026, between London Fashion Week and the BRIT Awards, Topshop and [THG Studios](https://www.trendhunter.com/trends/front-row-ai) are teaming up to deliver a first-of-its-kind, immersive, AI-driven shoppable catwalk. The event is set to be presented in collaboration with headline sponsor, [PayPal](https://www.trendhunter.com/trends/hey-savi), and technology partner, [Google Cloud](https://www.trendhunter.com/trends/ai-marketing-overhaul). “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," said Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity. As part of this phygital experience, guests can expect to engage with AI-generated models and instantly buy looks brought to life with Google Cloud’s technology. This runway experience, a fusion of creativity, technology and culture, promises a look into the future of fashion. ## Trend Insights (Trend Hunter) - Score: 7.9/10 - Popularity: 92% | Activity: 89% | Freshness: 57% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [AI](https://www.trendhunter.com/ai) ## Key Themes ### What's Driving This Trend - **AI-generated Fashion Models:** The deployment of AI-generated models on catwalks is reshaping how consumers interact with fashion, providing hyper-personalized experiences. - **Phygital Retail Experiences:** Harnessing both physical and digital realms, phygital retail experiences are transforming traditional shopping into an interactive engagement, merging convenience with sensory elements. - **Real-time Shoppable Technology:** Real-time shoppable technology allows consumers to seamlessly purchase fashion as they see it on the runway, altering the immediate access to fashion trends. ### Who This Affects Most - **Fashion Retail:** Fashion retail is evolving towards a digitally enhanced model that integrates advanced technologies to offer transformative shopping experiences. - **AI Technology:** The AI technology industry is driving innovation in fashion through the development of advanced, interactive solutions that redefine consumer engagement. - **Cloud Computing:** Cloud computing services are becoming integral to fashion shows, enabling scalable and real-time processing needed for immersive and interactive experiences. ## Related on Trend Hunter - [AI Color Scheme Generators](https://www.trendhunter.com/trends/pantone-palette-generator.md) - [AI-Powered Premium Jewelry Capsules](https://www.trendhunter.com/trends/aipowered-premium-jewelry.md) - [Conversational AI Beauty Agents](https://www.trendhunter.com/trends/youcam-ai-beauty-agent.md) - [GenAI Style Visualizers](https://www.trendhunter.com/trends/stitch-fix-vision.md) - [Qsr Retro Film Tributes](https://www.trendhunter.com/trends/dominos-40th-anniversary.md) - [AI Style Assistants](https://www.trendhunter.com/trends/clothly-ai.md) - [Virtual Outfit Try-Ons](https://www.trendhunter.com/trends/wardrobe-ai.md) - [GenAI Content Controls](https://www.trendhunter.com/trends/genai-controls.md) - [AI-Generated Fashion Week Content](https://www.trendhunter.com/trends/aigenerated-content.md)