Google to offer fashion fans real-time purchasing around Tokyo Girls Collection

In addition, viewers will be able to purchase items from the collection directly during and after the show via built-in e-commerce links on the site.

The initiative will offer mobile as well as regular computer access. Aside from the runway screening, users will have access to exclusive interview with participants. The main video will be available on YouTube following the event along with product links as on-screen annotations.

The initiative aims to enable a broader group of people to experience the event than has previously been possible. The YouTube channel will allow fans who are unable to attend in person to view the event live on their computers or their smartphones. Models' entire emsembles will appear item-by-item as product links next to the live stream that directly connect to e-commerce retailers. A separate section of the page will list updates from Twitter from people attending or watching the event.

“We are thrilled to make use of our latest technology to bring this content to overseas audiences, as well as Japanese fashion fans who cannot be there in person,” said Miki Iwamura, Google’s director of marketing for Japan, in a statement. “Going forward we will keep looking for ways to use our global platform to make Japan's unique culture and content accessible to fans all over the world.”

Launched in 2005, the Tokyo Girls Collection is Japan’s largest fashion festival. The last event, held in September, drew an audience of more than 30,000. Viewers will be able to tune into the YouTube channel from 3pm Japan Standard Time on 5 March.