Pitching itself as a brand invested in its fan base beyond the simple sell, British high-street fashion retailer Topshop has partnered with Japanese camera brand Olympus to host a series of photography workshops at its London flagship on Oxford Street.
Dubbed Summer School, the initiative places a strong emphasis on fashion photography and invites amateurs and professionals alike to gain advice and practical skills via quick-fire, 30-minute classes led by industry experts, including photographers, stylists and bloggers. These will take place in a dedicated wooden pavilion on the store's lower ground floor, designed by London-based set designer Sabrina Lee Hammon.
The six-week programme, which runs until June 11 2015, has already kicked off with a lesson by British fashion photographer Jay McLaughlin, who works regularly with the UK edition of Harper's Bazaar magazine. UK-based fashion bloggers Leanne Lim Walker and Yanin Namasonthi also provided tips on composition and framing for street-style photography. Additionally, a live photo shoot with McLaughlin and UK fashion and lifestyle blogger Lydia Elise Millen saw participants have their hair and make-up done by an on-site beauty professional.
Future classes will include a still-life photography session with beauty blogger Hayley Carr of award-winning blog London Beauty Queen and London-based photographer Cleveland Aaron. There will also be a lesson with Pandora Sykes, fashion features editor and wardrobe mistress of UK publication Sunday Times Style, and British blogger Navaz Batliwalla (aka Disney Roller Girl) focused on mastering technical camera settings.
To view the timetable, users can visit a dedicated page on the brand's main e-commerce site, Topshop.com/summerschool. While attendees are required to pay £5 to book a slot, on the day of their class they will be reimbursed with a £5 Topshop voucher (to be used on the same day).
For more on harnessing the power and influence of bloggers, see Tesco Embraces Beauty Blogger Power, Brands & Bloggers, The Social Sell within our Anywhere Retailing Industry Trend and New Brand Ambassadors.
For more on the value of retail driven by an enriching, learning experience, see Brands as Enablers and Stores as Sanctuaries: Mindfulness & The New Escapism in Inconspicuous Consumption – part of our Austerity Opportunity Macro Trend, and The Rise of Edutainment.