UK based, Topshop gave customers specially commissioned virtual reality (VR) head-sets to enter the 360-degree virtual world of a live Topshop fashion show. The headsets gave customers a hybrid of live feed of the Top Shop catwalk show as well as all the backstage action. Special cameras recording the scenes were deployed on the catwalk and backstage so that each participant was able look around at models and celebrities as part of the event. Sir Philip Green, owner of Arcadia Group who own Top Shop, said: "The Topshop Unique show is going from strength to strength; not only in terms of the collection but also in how we share this with our customers at home and in our stores, giving them an up to the minute runway show experience.