Pinterest Palettes operates by scanning the content of users' Pinterest boards to identify the dominant colour therein, enabling consumers to create their own personalised colour palettes via the Topshop website.
Palettes are linked to the retailer’s online catalogue, so that customers can select items based on their individual colour palette.
Topshop is also creating shoppable Pinterest boards and colour palettes in response to the key colour trends coming from the New York, London, Milan and Paris Fashion Weeks.
Customers can experience the Pinterest Palettes campaign first hand at Topshop’s pop-up within the lower ground level of its Oxford Street flagship store.
The space features iPads that showcase Topshop's SS16 Pinterest boards, there are opportunities to print out individual Pinterest Palettes, and key pieces from Topshop’s autumn winter 2015 collection are on show, with items set to change according to the colour palettes emerging from the different Fashion Weeks.
The Oxford Circus personal shopping team has also added a colour appointment offering to its service, where colour advisors will offer styling tips based on the customer’s colour palette.
The Pinterest Palettes campaign will continue throughout the remaining fashion weeks, and is set to conclude on 7 October.
Sheena Sauvaire, global marketing and communications director at Topshop, said: "We recognise that the power of colour on our customer is huge; it has the ability to inspire, excite and drive purchases, so we’re delighted that our partnership with Pinterest has enabled us to explore the impact of colour, whilst engaging our customers in the excitement of London Fashion Week.
"Pinterest Palettes will allow our global consumer to get a real insight into the colour mood for next season and give them the functionality to shop next season’s colour trends now, as well as offering the opportunity to learn more about their own colour DNA."
Adele Cooper, UK country manager at Pinterest, added: "By launching Pinterest Palettes, Topshop is enabling people to engage with the ideas they have saved in a new way, discover something personal about their colour preferences, and take action with a fun, individualised shopping experience. We’re thrilled about the unique 360-degree marketing concept that Topshop has created and look forward to our global community discovering their true colours on Pinterest."
More from Fashion Week: