Sharing fashion is one of the most important drivers of sharing on the web. When TopShop debuted their spring/summer 2013 collection earlier this week at London Fashion Week, Facebook fans were able to customize the catwalk as they viewed the event.

The TopShop Unique Show livestream had a ‘shoot the show’ button which enabled viewers to change the colors of shirts/accessories, pull information on the models’ makeup, download music from the show, and curate their favorite looks to share with their friends. Users interacting with the show were able to pre-order the clothing 3 months ahead of the industry’s lead time.

TopShop’s Chief Marketing Officer, Justin Cooke, was quoted as saying:

This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.

In a wise move, TopShop intends on using the social data generated to recommend the right products to their customers and bolster their business strategy. Check out details of the show in the video below: