Topshop, the beloved fashion brand whose flagship Oxford Circus store closed in 2021, is preparing for its first catwalk show in seven years. The event, open to the public and likely to feature campaign star Cara Delevingne, marks the latest step in the brand’s revival under new ownership.
Once a rite of passage for young women, Topshop was bought by Asos in 2021 after its parent company Arcadia went into administration. The Danish billionaire Anders Holch Povlsen acquired a 75% stake last year, aiming to restore the brand’s relevance. Asos managing director Michelle Wilson has confirmed that standalone stores are in the works.
Shoppers nostalgic for the brand’s 1990s and 2000s heyday have welcomed the prospect of a physical return. Fashion writers recall the Oxford Circus store as an “immersive amusement park” and a meeting point for teenage girls. However, some question whether nostalgia alone can sustain the brand with a new generation.
Topshop was founded in 1964 in Sheffield and opened its iconic Oxford Circus store in 1994. At its peak, it had 300 UK stores and 11 in the US. Success was driven by collaborations with designers like Kate Moss and JW Anderson, and by brand director Jane Shepherdson, who emphasised exceeding customer expectations.
Wilson has distanced the brand from fast fashion, with prices expected around £50 for jeans and £100 for a dress. Retail consultant Catherine Shuttleworth notes that younger customers are seeking brands with more values and exclusivity. The challenge for Topshop will be balancing nostalgia with appealing to a new generation spoiled for choice.
