Fashion retailer Topshop will give its customers the chance to sit on the front row at London Fashion Week in a virtual reality experience.

The Topshop Unique show, part of London Fashion Week, will be live streamed from the Turbine Hall at the Tate Modern into a virtual world created by 3D agency Inition at the retailer’s Oxford Circus store.

On February 16,17 and 18, customers at Topshop Oxford Circus can experience a virtual London Fashion Week using Oculus Rift headsets. Shoppers wear the headsets to enter the 360º virtual world, which includes a live runway feed, backstage action and VIP arrivals.

Cameras will record the scenes on the catwalk and backstage to give a sense of presence at the actual show, and each participant will be able to look around at the models passing in front of them and the celebrities they will be – virtually – sat next to.

Topshop will run a competition online and through social media for five winners to be the first to experience the virtual world. The retailer will also host a live Twitter Gallery from the morning of the show so viewers can see the final preparations that go into a fashion show.

Via RetailWeek