Topshop have partnered with social media platform, Chirp, for its spring show enabling the retailer to engage with customers through the Chirp app, which allows customers to unlock exclusive content throughout the day.

The brand will work with developers to send users an image that, when tapped, takes you to exclusive behind-the-scenes activity to do with the show, including everything from hair-and-makeup tests, to models going down the catwalk.

The app allows guests at the show and shoppers at Topshop’s Oxford Street, London, flagship to interactively engage with the event several times a day. Images will be sent from several locations around the site, and shoppers will be able to access the information by entering the Chirp and Twitter garden at the flagship.

Observers will be able to access the information on Topshop’s homepage if they are unable to reach the event or the store.

Keen observers will also be rewarded when Topshop host a live Twitter Gallery on its homepage from the morning of the show. Viewers will be able to watch the final preparations before the show kicks off later that day.

Key guests will also be encouraged to tweet about the event from the front row, or backstage.

Via My Retail Media