Topshop and THG Studios Hosted a Front Row AI Experience
Laura McQuarrie — February 28, 2026 — Tech
Topshop and THG Studios teamed up to create an AI-powered catwalk experience that let fashion fans interact with models in augmented reality, discover what they're wearing and instantly shop the looks via the event app, Front Row AI.
As part of the innovative fashion-tech event, an AI host guided guests alongside digital content creator Patricia Bright, while interactive stylists, powered by Noonah and featuring Google Cloud technology, supplied a virtual try-on experience. In all, 30 models—a combination of human and virtual avatars—showcased the collection.
To support the next generation of talent, the finale of the AI-powered shoppable runway was designed and presented by students from the University of Salford and Manchester Metropolitan University.
As part of the innovative fashion-tech event, an AI host guided guests alongside digital content creator Patricia Bright, while interactive stylists, powered by Noonah and featuring Google Cloud technology, supplied a virtual try-on experience. In all, 30 models—a combination of human and virtual avatars—showcased the collection.
To support the next generation of talent, the finale of the AI-powered shoppable runway was designed and presented by students from the University of Salford and Manchester Metropolitan University.
Trend Themes
1. Augmented Reality Runways - Enables seamless conversion of runway looks into immediate purchases through in-app AR overlays that bridge physical shows and e-commerce.
2. AI-powered Virtual Stylists - Combines algorithmic personalization with live curation to present tailored outfit recommendations during events and digital try-ons.
3. Hybrid Human-virtual Models - Blends human models and digital avatars to expand creative expression, diversify casting possibilities and reduce typical production constraints.
Industry Implications
1. Fashion Retail - Transforms merchandising by integrating shoppable AR experiences that compress the discovery-to-purchase funnel across channels.
2. Event Production - Introduces immersive hybrid formats where digital hosts and interactive tech broaden audience reach and lower on-site complexity.
3. Education and Talent Development - Offers students and emerging designers industry-grade virtual showcases that increase exposure and provide practical experience with fashion-tech workflows.
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