Topshop streamed live catwalk shows from London Fashion Week through its iPhone app this week in a first for the retail sector.
In addition to the live streaming, users can also access additional content through QR codes printed in store windows, on the tags of Newgen designer T-shirts, and in the Topshop newspaper distributed during Fashion Week.
The content includes a film specially created for Topshop by Nick Knight and starring Karlie Kloss, behind-the-scenes videos, and a make-up tutorial.
The Arcadia-owned retailer launched its new iPhone app in December.
It claims the app is fully transactional and will feature its entire product catalogue.