Topshop is officially returning to the British high street IRL, with an exclusive shop-in-shop at storied department store Liberty London.
The new location at Liberty, which is just a stone’s throw away from its former flagship store at 214 Oxford Street, will open on August 28, offering Topshop fans the chance to shop the brand in person for the first time since 2020.
‘Topshop was such a cultural destination for Oxford Circus and Soho, so I think our location is very important,’ Lydia King, Liberty’s group buying and merchandising director, tells ELLE UK. ‘This whole area is obviously steeped in such history and it's really buzzing at the moment. To be a part of [Topshop’s] return, when there’s so much nostalgia about the location, and the brand, and the cultural moment, is really exciting.’
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‘Both brands have pushed the cultural agenda over the years, and have really been key in terms of experimentation,’ adds King.
To mark the partnership, Topshop will take over Liberty’s main atrium hall with a giant installation ‘that really will stop customers in their tracks,’ King explains. The full Liberty edit of clothes, which includes hero coats, sharp tailoring and cult denim from the new Topshop collection, will sit on the store’s second floor.
‘We have pulled out pieces that feel fantastic,’ says King. ‘There's a couple of old classics that we have brought back by popular demand, but I think the majority of the collection is speaking to the sensibility of now with pieces that feel relevant to your wardrobe today and in the future.’
Last week, Topshop marked its much anticipated relaunch with a return to the catwalk, staging its first blockbuster fashion show in seven years at London’s Trafalgar Square.
At the event, industry insiders and members of the public were joined by names including face of the brand Cara Delevingne, models Adwoa Aboah and Alva Claire, and London Mayor Sir Sadiq Khan.
Liberty was an obvious partner for Topshop’s physical return, said Topshop managing director Michelle Wilson, describing the store as ‘a brand that shares our passion for creativity, nurturing talent and pushing boundaries. This launch is about reconnecting with our community in real life.’
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