Will watch this unfold keenly, finally someone is doing something mildly interesting.

Topshop is using social media to enable customers to interact with the Topshop Unique collections runway at London Fashion Week. As they watch the UK-based retailer’s show live on Facebook on Sunday September 16th at 3pm, viewers will be able to “customise the catwalk” by changing the color of selected items and accessories and sharing them instantly with friends. Consumers can also click to order the items, with delivery promised to be three months ahead of industry lead times.