For London Fashion Week, the ever-innovative retailer Topshop is using digital billboards to display "hashtags" of real-time trends as they appear on the runway. Six billboards, produced by social marketing platform Stackla and provided by Ocean Outdoor, will be located in pedestrian areas of London, Leeds, Birmingham, Manchester, Liverpool and Glasgow, all within 10 minutes walking distance of a Topshop store. The billboards will feature live content pulled from Twitter data in a so-called "trend cloud" throughout the day. Key trends will appear in the Topshop cloud as hashtags such as #colourblocking, #pleats and #utility, and then on the billboards. Customers will be able to tweet @Topshop using one of the trend hashtags and then receive a curated shopping list inspired by the trend.
Topshop prides itself on being at the forefront of digital trends. During last year's London Fashion Week, Topshop ran a "fashion tweet off" for fans to review collections on Twitter, and teamed with Google to let customers go behind the scenes at a fashion show. Topshop's collaboration with digital billboards this year underlines the increasing use of this medium to display real-time content in U.K. campaigns -- for example, British Airways' Look Up campaign featured posters that displayed real-time flight information as the plane flew overhead.