THG Studios fuses AI-Driven Catwalk with live social commerce

THG Studios, the award-winning creative marketing agency, has announced a significant enhancement to its upcoming World’s First AI-Driven Immersive, Shoppable Catwalk.

Celebrating the return of iconic fashion brand Topshop to the UK high street through its partnership with John Lewis, the landmark event on Thursday 26th February 2026 will now also feature a live social commerce experience in partnership with Shark Beauty and LOOKFANTASTIC, demonstrating how brands can convert cultural moments into instant sales.

The collaboration will see Shark Beauty and LOOKFANTASTIC host a live shopping event on TikTok, broadcast directly from THG Studios’ state-of-the-art creator studio. This activation runs concurrently with the main catwalk event, which is headlined by Topshop, offering both in-person guests and a global online audience the chance to purchase Shark beauty products in real-time. The initiative showcases the next evolution of retail, where the journey from inspiration to purchase collapses into a single, seamless moment.

This live selling showcase is a cornerstone of the event’s behind-the-scenes experience. In a landscape where a heritage brand like Topshop is revitalising its physical retail presence, THG Studios is demonstrating how to complement this with dynamic digital experiences. It provides industry leaders with a tangible example of how to create content that connects and converts, turning consumer insight into immediate action and measurable ROI.

Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, said: This event marks a pivotal moment for retail. We are not only celebrating the high street revival of Topshop but also demonstrating the future of interactive commerce with Shark Beauty and LOOKFANTASTIC. Our mission is to close the gap between inspiration and transaction. By integrating a live TikTok Shop experience directly into our World’s First AI-Driven Immersive, Shoppable Catwalk event, we are providing a tangible playbook for how brands, whether they are heritage names or digital natives, can thrive in an era where content is the new storefront.”

The introduction of this social element reinforces the “Runway to the Future” theme of the event, which unites leaders from retail, technology, and the creator community to explore the future of commerce.