The Challenge Celebrate summer in a fun, unique and totally Topshop way.

The Insight As the weather warms up, the summer sidewalks of New York turn into catwalks.

The Idea Topshop Fash Mob – a girly gang on bikes giving a pop-up, mobile fashion show all over downtown NY.

The Work From June 9-11, the Topshop Fash Mob took to the streets of Soho and were photographed by street style photographer StreetPeeper. Each day, the locations of the Fash Mob were tweeted by @Topshop encouraging fans and followers to find the mob and collect $10, $20 or $100 gift cards.

The Result Reached an estimated 5,000 shoppers in 12 locations in and around downtown NY and more than 25,000 via Facebook and Twitter.