Topshop chirps its way down the catwalk for London Fashion Week

Topshop is teaming up with mobile sound app Chirp for London Fashion Week, as it looks to offer fashions fans more access to its fashion content.

The Chirp app allows users to share information with other people in the same place via a ‘chirp’ sound.

During London Fashion Week, which runs from September 13 to September 17, Topshop will use Chirp to share details of the retailer’s shows in Regents Park and a Chirp garden at its flagship Oxford Street store.

This will mean that images of hair and make-up tests and models walking down the catwalk will be sent to Chirp users.  The Topshop homepage will feature a Chirp gallery so that users not at the shows can see the content.

The move comes as Topshop bids to make more of its content available to users, following on from its showcasing of a Twitter photo gallery earlier this year which showed preparation before a fashion show.

Sir Philip Green chief executive of Arcadia, parent group of Topshop, said: ‘The link with Chirp is fun and we love the fact that it allows people to discover news aspects of the Collection and what goes on behind the scenes at UNIQUE through creating iconic images to story tell.”