STARTING GATE: Topshop has teamed with Decoded Fashion on a start-up competition. The digital initiative, known as The Topshop Challenge, will involve emerging companies and entrepreneurs pitching digital ideas to improve the high-street retailer’s consumer experience.

Entrants can submit ideas to the Decoded Fashion London Summit Web site until April 22. Five ideas will be selected by Decoded Fashion and judged live by Topshop at the Decoded Fashion London Summit to be held on May 18.

The judging panel includes Topshop’s global marketing and communications director Sheena Sauvaire; head of digital marketing Alistair Allan, and digital engagement and partnerships manager Sophie Trinder. The winner will meet with the Topshop team and work together on the new digital concept.

This is the second time that Decoded Fashion has teamed with a London brand. Last year it partnered with Nicholas Kirkwood on a luxury startup contest. Decoded Fashion will also join with the British Fashion Council once again to host the second edition of the Fashion Futures Awards.

The event series, which highlights innovators in the fashion and tech fields, will take place on May 18.

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