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Fuelled by the boom in online sales for the latest trends, London's designers are finding new ways to deliver instant gratification to fashion hungry shoppers, amid high hopes of boosting growth in the sector. British retailer Topshop, whose website attracts an average of 4.5 million hits a week, launched a new digital "first" on Sunday (September 14) by letting shoppers buy six ready-made items from its latest collection immediately after its show at London Fashion Week. The collection, which featured brightly coloured striped dresses, cycling jerseys and lame dresses in cotton, satin and leather, was live-streamed globally and unveiled exclusively on social networks Instagram and Facebook. It will be delivered to shoppers globally in the next few days. The high street fashion giant enlisted the likes of Cara Delevingne, Jourdan Dunn and Hailey Baldwin, daughter of American actor Stephen Baldwin to model the new collection. Famous front row guests includ
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