• by Laurie Sullivan  @lauriesullivan, October 9, 2014

Tiffany & Co. will hold its first live Google+ Hangout On Air later this month for its Tiffany T collection.

The luxury brand hangout features Tiffany design director Francesca Amfitheatrof, model Coco Rocha, Anne Slowey of Elle Magazine, and Aimee Song of Song of Style. The hangout will introduce Tiffany's new T products and the design behind the clean lines.

British-born Amfitheatrof previously designed jewelry for Chanel, Fendi and Marni. Her first collection for Tiffany reimagines the letter T to create modern pieces. 

Behind the Google+ Hangout sits the Showcase app, allowing hosts like Tiffany & Co. to direct viewers to Web sites, merchandise, YouTube videos, Google+ profile and Google Play content, in a rich display on the right-hand side of the Hangout broadcast. It lets anyone host a live conversation and connect viewers to a variety of related content.

Unlike broadcast TV shows like the Home Shopping Network, consumers can interact and provide feedback to the brand as they showcase the products through shoppable hangouts. The original shoppable hangout showcases collaborative project between Google, CFDA, and a group of designers like Diane von Furstenberg, Rebecca Minkoff, Marcus Wainwright, David Neville and Rachel Zoe.

Topman, which caters to men's clothing, gave fashion fans exclusive access to its products through a YouTube hangout to debut the first-ever international Shoppable Hangout on Google+. Consumers had the opportunity to buy directly from the app multiple looks as worn by the live hosts. To promote the activity, Topman used the new interactive social ad format +Post Ads, which turns a piece of Google+ content into a lightbox ad that can run across more than 2 million sites in the Google Display Network.

Collectively, the "Shop the Hangout" pilot program had more than 150 million social media impressions and 65 million press impressions and helped increase sales and traffic on partner designers' e-commerce sites.

The Hangouts are more than retail inspired. The cast of "Dawn of the Planet of the Apes" used the Showcase app to link to exclusive footage, movie tickets, and other media sold through the application. Music creators like Common also use the Showcase app to promote new music videos and to drive fans directly to the Play Store to purchase his new album in real-time.