TOPSHOP ANNOUNCES LAUNCH OF “TOPSHOP FESTIVAL” AN INTERACTIVE MUSICAL SUMMER CAMPAIGN INSPIRED BY THE ATTITUDE AND ENERGY OF BRITISH FESTIVALS
Topshop is launching a multi dimensional celebration of the British attitude and energy towards festival style through all its stores and digital platforms globally. British Festival style is one of the most heralded looks and Topshop is channeling that iconic style into product, content and entertainment.
The campaign centres around ‘The discovery of music’ and will see live ‘secret pop-up gigs’ from the newest and coolest artists on i-tunes as well as established acts. The gigs will take place at secret locations all over the world, invitations will be given randomly to customers shopping on tablet, mobile and in store as a surprise and delight thank you. There will also be a series of online competitions and clues that customers can follow to win tickets.
Topshop have designed a whole festival collection that captures the mood and irreverent style of British festival goers. As one part of the launch of the collection the Topshop in house design team worked with global style icon Kate Bosworth to create the perfect festival wardrobe with 16 signature pieces based on Kate’s personal style – Bosworth road tested some of these looks at this months Coachella festival.
“Kate and I were discussing the summer trends and how she had been one of our inspirations, she was here working with us on our Christmas project – the next day Kate came in with all these incredible images and references and shared what her ultimate festival outfits looked like. It is an organic extension of Kate’s fashion sense aligned with the Topshop brand – We think that’s fresh and exciting.
Kate Phelan, Topshop Creative Director
“I’ve always had a love of fashion. To gain learning experience from the Topshop design team has been a great opportunity for me. Our intent was to create fresh, wearable, and effortless festival pieces. I am proud of our work together and I adore these pieces, they fit perfectly with the mood of the ‘Topshop Festival’ collection.”
Kate Bosworth
The pieces that Kate Bosworth inspired will be launched in a completely modern way. A short interactive film entitled “The Road to Coachella”, shot on route to the global music festival, starring Kate Bosworth and Directed by Michael Polish will launch on Topshop.com and social platforms. The soundtrack of the film will be available to buy on itunes instantly. Every item in the film is clickable, shareable and shoppable.
All the playlists in Topshop stores will link to Shazam allowing access to extra content and an interactive festival guide on Topshop.com of the best festivals around the world from Glastonbury to Lollapalooza and more making Topshop customers aware of the coolest places to be and the best bands on show.
The guide will also be available in print as a handbag size. The guide was edited by iD magazine’s Lauren Cochrane.
Customers who scan the barcodes of the product using the Topshop iphone app will unlock hidden tracks and extra content related to artists playing at key festivals in their city.
Topshop will also be announcing a music partnership and further details of some very special acts later this month….!
Festival season is here and Topshop are getting into the summer spirit with their short film “The Road to Coachella” starring Kate Bosworth and directed by her boyfriend Michael Polish. California’s Mono Lake is the perfect backdrop for their summery short where Kate shows us how festival style should be done! Styled up in standout pieces based on her personal style and designed with the in house Topshop design team. The country soundtrack suits the traveller theme. Pretty much the same aesthetic as Kate’s film for Vanessa Bruno back in 2012 (see here)
Fashion Soundtrack: “Favorite” by Neko Case
