Following its Return to the Runway event in Trafalgar Square earlier this year, Topshop has announced it will deliver the Runway to the Future – the world’s first AI-driven, shoppable catwalk.

Working with THG Studios, the creative agency division of THG Ingenuity, the event aspires to set a new benchmark for fashion experiences and is designed as an interactive experience, inviting its audience to become co-creators of the show itself.

Sponsored by Google Cloud and Paypal, the event is described as a “collision of physical and digital worlds” where guests will be guided through a series of immersive zones and engage with AI-generated models – with every look available for instant purchase.

The production will take place on 26 February 2026 at THG Studios in Manchester and will be certified by the WRCA (World Record Certification Agency).  

“Topshop has always stood at the forefront of British fashion, and we’re proud to be part of this ground breaking moment in our industry,” Moses Rashid, Global Marketing Director, Topshop & Topman, commented.

“The World’s First AI-Driven Immersive, Shoppable Catwalk is more than a runway, it’s a reimagining of fashion’s future, where creativity meets technology and culture,” he added. “We’re excited to be part of a movement that’s redefining how fashion is experienced, shared and shopped, and to be leading this new era from the heart of Manchester.” 

Scheduled between London Fashion Week and the BRIT Awards, it celebrates the North West’s growing influence on the UK fashion and creative industries. 

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, said: “We are creating a new global benchmark for fashion experiences, fusing physical and digital to build connections that matter. The future of fashion is being designed right here in Manchester, and this event is a testament to the creative and technological power of the North, proving that innovation is thriving outside traditional capitals.” 

Following its debut catwalk event, marking the launch of its standalone website, Topshop and Topman returned to physical retail with a UK-first in-store residency at Liberty. Earlier this month, the brand launched a series of pop-up concessions in select John Lewis stores ahead of its full-scale in-store launch in February 2026.