With new spins on fashion’s present retro styles, the UK high street merchant’s pieces look simply the type to fly out of its stores
To begin the Topshop Special autumn/winter 2015 show at London fashion week on Sunday afternoon, the high street brand name chose a synthetic fur parka. Used over bare legs, with wild hair, a short skirt, stocky heels and a white polo neck, it had all the hallmarks of how girls on British streets dress in 2015: the day-to-night edge of glamour, the retro references and the shrug-on gamine cool of the parka.
Topshop Unique’s autumn/winter 2015 program – in pictures
Called “a style trip from the playful wilds of the English countryside to the extravagance of a gilded cocktail hour,”the collection was the current analysis of this period’s muse, the celebration woman. If the high energy gloss of the 70s and 80s was referenced, the clothes were more contemporary.
Resting on the front row were celebration women in the public eye: Cara Delevingne, Kendall Jenner, Jourdan Dunn and Alexa Chung. All could feasibly be seen in these catwalk looks– from the ingenue brief woollen gowns and velour red sandals made for Chung, to the baby blue cord flares destined for Dunn. Sequinned brief velour gowns, knee high boots, marabou tops and sandals lined with faux fur contributed to the sense of fun.
While some of the state of mind was derivative of recent Louis Vuitton and Saint Laurent collections, where the 70s have been in focus, the added rustic touches in A ran coats, wild flower printed tea dresses and PVC macs were all brand-new spins on fashion’s present retro minute. As is apt for a significant seller, these pieces looked simply the type to fly out of the store.
Catwalk minute aside, this is eventually what Topshop are about– selling clothes. They understand that their twentysomething group mostly engages with fashion online and they adapt their approach accordingly to make customers part of the fashion week conversation.
The tweets of the front row seeing the shows have actually been streamed onto six marketing hoardings across the country throughout this fashion week, full with trend hashtags of flares, state, or PVC. Customers are then invited to tweet pictures of the hoardings to get a personalised shopping basket of appropriate clothing available to purchase then and there on the Topshop website.
Blending next-season-now catwalk kudos with social media sites buzz and cold hard commerce is a creative concept and one that works for Topshop, now the only high street brand on the London fashion week schedule.
Sunday is a day of discussions– where brands present their designs in a fixed setting rather than a catwalk show. Emphasizes consisted of shoe designer Sophia Webster’s industrial space fulled of models worn poppy space age clothing, and Mulberry’s very first collection considering that the statement of brand-new creative director Johnny Coca, formerly at Céline.
While Coca doesn’t formally begin till July, the design group were affected by the imaginative minimalism of their inbound manager. Textured shearling coats and fun boxy bags looked strong. London fashion week advances Monday with the most prominent brands– Christopher Kane, Burberry and Erdem– revealing.