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Just in time for London Fashion Week, U.K. retailer Topshop has found a new way to capitalize on insights gleaned from Pinterest.

Starting today, Pinterest and Topshop are launching Pinterest Palettes, which creates a custom color palette based off of a Pinterest board, available in the U.S. and the U.K.

Through topshop.com, shoppers can create a personalized palette based off a selected board, then see Topshop items that match the palette. Topshop customers in London and New York can also create a palette in-store with a personal shopper. Topshop will create shoppable Pinterest boards and palettes from New York, London, Milan and Paris spring 2016 fashion weeks, using street style and the city as inspiration. The project will last through Paris Fashion Week, ending Oct. 7.

“We recognize that the power of color on our customer is huge,” said Topshop global marketing and communications director Sheena Sauvaire, adding that “our partnership with Pinterest has enabled us to explore the impact of color, while engaging our customers in the excitement of London Fashion Week.”

There are 16.8 million possible color combinations in a Pinterest Palette, and more than 24 million fashion ideas are pinned globally each day. Pinterest researchers have also found that organizing by color has been a prominent theme on the site.

“Topshop is enabling people to engage with the ideas they have saved in a new way, discover something personal about their color preferences and take action with a fun, individualized shopping experience,” said Pinterest U.K. country manager Adele Cooper.

The project came after Topshop engineers tapped into Pinterest’s Developer Platform, a suite of APIs for developers that launched in May.

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