Topshop’s London Fashion Week initiative, Runway-to-Retail, debuts globally on the 18^thSeptember 2016, offering consumers the opportunity to shop Topshop Unique pieces directly from the runway.

For the first time, a carefully selected edit – from casual separates and tailoring, through to finale dresses – will be available to purchase immediately after the show on Topshop.com and in selected stores across the globe.

Mary Homer, Managing Director, Topshop, says:

“Bringing our customers closer to the London Fashion Week experience has always been a focus for us, but now, more than ever, in a rapidly changing global marketplace where consumers demand immediacy, we recognise the importance of disrupting the traditional model.”

Sheena Sauvaire, Global Communications and Marketing Director, Topshop, adds:

“We see this season’s shift to the Runway-to-Retail format as the logical conclusion in our drive to democratise fashion and, given Topshop’s real-time fashion model, something that feels like a very natural evolution for the brand.”

This season, Topshop Unique takes up residence at world-renowned East London landmark, Old Spitalfields market, with the show taking place under its beautiful, iconic, glass canopy.

Kate Phelan, Creative Director, Topshop, says:

“The starting point for the Unique collection is always the celebration of British style and its rich heritage, so we feel Spitalfields provides the perfect backdrop to showcase our new collection. With a history steeped in over 350 years of selling to the general public, we also feel it’s a fitting venue in which to debut our ‘Runway-to-Retail’ concept.”

In keeping with the spirit of a typical Sunday afternoon in Spitalfields, a Topshop Unique pop-up ‘market stall’ will open to the public and guests of the show immediately after the finale to enable consumers to shop the collection.

Throughout the afternoon, the Topshop Showspace will also play host to a number of market stalls selling a carefully curated selection of fashion and design from both established and new design talent. Market stall tenants are all selected through appearhere.co.uk, the leading online marketplace for short-term space.

WATCH TOPSHOP UNIQUE SEPTEMBER 2016 SHOW LIVE ONTOPSHOP.COM/LONDONFASHIONWEEK GLOBALLY FROM 14.00 BST SUNDAY 18^TH SEPTEMBER 2016