Fashion brand Topshop celebrated its relaunch with its first catwalk in seven years.
The company’s website promised everyone was invited as models strutted down a runway on Trafalgar Square in front of noughties fashion icons Cara Delevingne and Adwoa Aboah and the London Mayor Sir Sadiq Khan.
The label has been operating on the online fashion platform ASOS after ceasing to operate as a standalone business in 2020.
Its previous owner, Sir Philip Green’s Arcadia group, collapsed into administration and all of Topshop’s physical stores – including the Oxford Circus flagship in London’s West End – closed soon after.
Delevingne told Sky News she was “totally blown away” by the relaunch event.
“It was like nostalgia mixed with something eclectic but also something brand new,” she said.
“For me, it really brings back a time of exploration of my own fashion sense because I think for me at Topshop I got to discover so much.”
The model, who is working on a capsule collection for next year, has already unveiled a choice edit in this year’s show and said her relationship with Topshop precedes her fame.
She said: “I would go in and my friends would be like ‘you would look good in that’ and I would go ‘no, that’s not really me’, and then you’d try it on and be like ‘oh maybe I can explore more’.
“They really have everything for everyone, and I feel like they brought that back.”
The runway showcased highlights from its Autumn-Winter 2025 collection, as well as an early preview of pieces set to drop later this season, including showstopper gowns, the classic white tee, and an aloe vera-coloured faux fur coat that surely should not have been on display – to prevent just about everyone rushing to buy it.
Reclaiming the high street
But sharp tailoring and statement outerwear suggest the brand is ready to reclaim the high street.
Must-have denim pieces completed the womenswear line-up while the Topman collection screamed modern utility by blending refined formal wear with sharp new silhouettes.
Casual pieces are grounded by authentic denim in deep indigos, which stood out on Trafalgar Square’s magnificent stone steps.
Topshop’s relaunch comes as the high street continues to struggle and as the UK operation of Chinese fashion giant Shein announced pre-tax profits of £38.3m for the year, up some £14m from 2023.
‘Top end of the market’
Moses Rashid, global marketing director at Topshop/Topman said they are competing in a different space.
“We’re at the top end of the market. We’re about elevation. We pride ourselves on the quality of the product,” he said.
Those products are being designed in north London, and managing director Michelle Wilson said the aim is to stay that way.
“We are a British brand, we want to be a positive force for fashion. We want to bring London to the world. It’s fundamental to who we are as a brand, our style is very much London-driven.”
The majority Danish-owned company has suggested it will slow fashion down by opening physical stores where customers can touch the products, browse collections and try things on, though the flagship on Oxford Circus is unlikely to return because a Swedish fast furniture brand has since occupied the space.
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Designer Wayne Hemingway has previously collaborated with Topshop and said the relaunch must be more than nostalgia.
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“They can’t rely on their old customers because their old customers have now got kids of their own to spend their money on, and they’ve got mortgages and all of those things of what being an adult means.
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“They’ve got to have designers, marketeers, people who understand – who are on the pulse – who understood, number one, what was a success back then, and also a young generation of people who are there saying, ‘this is what our generation needs’, and who are bright and can help deliver that. They can’t rely on the past.”
