Elle Australia — May 2017

forward. It’s particularly

interesting the way we did

this season – we worked on

‘›ŽŽ ’쎛Ž— ›˜™œǯ” The

ꛜ ŠŸŠ’•Š‹•Ž ˜ ‹ž¢ œ›Š’‘

away, the next falling into

stores worldwide on May 5

and June 9. “We’ŸŽ ˜ ˜

™•Š¢Š›˜ž— ’‘‘˜ ‹Žœ’

works for us... The way it’s

‹ŽŽ— –’¡Ž ˜Ž‘Ž› ˜— ‘Ž

runway, it feels quite

seasonless – how real people wear clothes.”

It’œ Š•œ˜ Š‹˜ž ‘˜  ›ŽŠ•  ˜–Ž—buy clothes.

As part of Topshop’s approach to “experiential

retail” –Š— Žě˜›•Žœœǰ ˜–—’ȬŒ‘Š——Ž• Ž¡™Ž›’Ž—ŒŽ

forŒžœ˜–Ž›œ– the›’’œ‘Ȭ‹ŠœŽ ‹›Š— ‘Šœ “žœ

ž—ŸŽ’•Ž Š Ž’ŒŠŽ  Ž‹œ’Žǰ Šžǯ˜™œ‘˜™ǯŒ˜–ǰ

–ŽŠ—’—šž’Œ”Ž›Š—ŽŠœ’Ž›ŠŒŒŽœœǰŽ¡™Š—ŽǻŠ—

specially curated) product ranges and lower

™›’Œ’—˜›žœ›Š•’Š—Œžœ˜–Ž›œǯ“‘’™™’— ’••‹Ž

ŠœŽ›ǰ  ’‘ œŠ–ŽȬŠ¢ Ž•’ŸŽ›’Žœ ˜ěŽ›Ž ˜ ‘˜œŽ

•’Ÿ’— ’— ¢—Ž¢ǯ ‘Ž  Ž‹œ’Ž •Šž—Œ‘  ’•• Š••˜ 

Œžœ˜–Ž›œ ˜ Š”Ž ŠŸŠ—ŠŽ ˜ Œ•’Œ”ȬandȬcollect

œŽ›Ÿ’ŒŽœǰ Šœ  Ž•• Šœ ›ŽŽ ›Žž›—œ ˜ œ˜›Žœǰ” says

Corinne Suchy, Topshop’s g•˜‹Š• digital

directorŠ— ˜—Ž ˜ ‘Ž –Š“˜›’¢ Ž–Š•Ž –Ž–‹Ž›œ

œ’Ĵ’—˜—‘Ž˜™œ‘˜™‹˜Š›ǯ

And for those who still like‘Ž ‹ž££ ˜ Š—

’—Ȭœ˜›Ž Ž¡™Ž›’Ž—ŒŽǰ ‘Ž›Ž’œ ‹Žœ™˜”Ž œ¢•’— ˜—

˜ěŽ›Ÿ’ŠŠ™Ž›œ˜—Š•œ‘˜™™’—Œ˜—œž•Š—ǯŽ‹˜›Š‘

Š™Š£˜•žǰ head of eȬc˜––Ž›ŒŽ at Topshop

˜™–Š— žœ›Š•’Šǰ œŠ¢œ ‘Ž Œ˜–™•’–Ž—Š›¢

›Ÿ’ŒŽ ’œset to “synchronise the physical and

digital worlds”, with it nowŠŒŒŽœœ’‹•Ž Ÿ’Š

an˜—•’—Ž‹˜˜”’—Ž—’—Žǯ

•’–ŠŽ•¢ǰ ˜› ˜™œ‘˜™, it’œ Š‹˜ž

Ž•’ŸŽ›’— ‘Ž –˜œ Žœ’›Š‹•Žǰ  ŽŠ›Š‹•Ž

Šœ‘’˜—’—‘Ž•ŽŠœ›žœ›Š’— Š¢™˜œœ’‹•Žǯ

–aŒ˜—ŒŽ™  Ž ŒŠ— Ž ‹Ž‘’—ǯ ˜›

MarkhŠ–ǰ it’œ Š‹˜ž ŽĴ’— ‹ŠŒ” ˜ ‘Ž

›’’—Š•ǰ ˜› Š›Ȭ‘’—”’— ›˜˜œ ˜ ‘Ž ‹›Š—ǯ

t’œ œ˜ Œ˜–™Ž’’ŸŽ ˜ž ‘Ž›Ž,” she says. “This

™Ž’Ž ˜› —Ž —Žœœ ›˜– ‘Ž Œ˜—œž–Ž› ’œ “žœ

quick now and there’œ “žœ œ˜ –žŒ‘ Œ‘˜’ŒŽ

orŽŸŽ›¢˜—Ž– they’›Ž ŸŽ›¢ œŠŸŸ¢ǯ ‘Ž¢ ŒŠ—

–Š”Ž ŽŒ’œ’˜—œ in an instant. The only way

you’›Ž ˜’— ˜ œŠ— ˜ž ›˜– ‘Ž Œ›˜  ’œ ‹¢

˜’—‘’—œŠ•’Ĵ•Ž‹’’쎛Ž—ǯ”‰

T

‘Žž™‹ŽŠ–ŽœœŠŽŠ‘Ž˜™œ‘˜™—’šžŽ

show in London‘’œ ™Šœ Ž‹›žŠ›¢was

˜—Ž ˜ Œ˜•˜ž› Š— ˜™’–’œ–ǯ Ž’s face it,

 ’‘ —Ž¡ȬŽ— Œ˜˜• ’›•œ •’”Ž ˜ęŠ ’Œ‘’Žǰ

Dua Lipa, Yara Shahidi and Justine Skye in

‘Ž›˜—›˜ ǰ‘Ž›Ž ŠœŠ• Š¢œ˜’—˜‹ŽŠ“party

on”Ÿ’‹Ž– world crisis,‹ŽŠ–—ŽǷ‘ŽŒ˜••ŽŒ’˜—,

which opened with a ’şŖœ ›ŠŸŽ› œ ŽŠœ‘’›

Ž–‹•Š£˜—Ž  ’‘“Happy Wkndr˜›ŽŸŽ›” and

closed with aœ™Š›”•’— ‹’ŠœȬŒž ›Žœœ, Šœ Š’–Ž

at a generation that won’t‹Ž ”˜ ˜ Ž ‹¢ Š›Ȭ

right politics or hate culture. “It’s part of our DNA,”

says Topshop’s design consultantŠŒšž’Š›”‘Š–ǯ

“We like adapting and responding and reacting.”

As the sole designer for the inaugural Kate Moss

Topshop ŒŠ™œž•Ž ǻ‘Ž œŠ•Žœ ˜  ‘’Œ‘  Ž—

stratospheric when it dropped in May 2007) and

’—Ž›Š• ˜ ‘Ž •Šž—Œ‘ ˜ —’šžŽǰ ‘Ž ꛜ ‹›Š—

Žœ’—Ž ‹¢ Š ‘’‘Ȭœ›ŽŽ ›ŽŠ’•Ž› ˜ ‹Ž  Ž•Œ˜–Ž

˜‘Ž˜—˜—Šœ‘’˜—ŽŽ”œŒ‘Žž•Ž‹ŠŒ”’—ŘŖŖśǰ

Š›”‘Š– ’œ ’— ‘Ž ‹žœ’—Žœœ ˜ ”—˜ ’—  ‘Š  Ž

 Š— ‹Ž˜›Ž  Ž ”—˜   Ž  Š— ’ǯ ˜› ŗŝȬŗ

‘’œ–ŽŠ—Š—ŽŒ•ŽŒ’Œ–’¡˜Œ˜•˜ž›ž•–’—’Ȭskirt

and cargo pants, gargantuan shearling coats

œ™˜›¢£’™Ȭ—ŽŒ”œ ŽŠŽ›œŠ—’30s̘›Š•›ŽœœŽœ,

—˜ ˜ –Ž—’˜— ’—œŠ— ›Š’ęŒŠ’˜—ǯ ˜™œ‘˜™

›Š–™Žž™‘Ž“see now,‹ž¢now” portion of

’œ Œ˜••ŽŒ’˜— ˜ śŖ ™Ž› ŒŽ—ǰ –ŽŠ—’— ‘

˜’ ŠœŠŸŠ’•Š‹•Ž˜‹ž¢œ›Š’‘Š 

“‘Ž ‘¢‹›’ –˜Ž•  ˜›”œ ˜› žœ

Š›”‘Š–ǰ  ‘˜œŽ ŽŠ– –Š”es chan

˜‘ŽŒ˜••ŽŒ’˜—›’‘ž™ž—’•‘Ž–’—ž

it hits the runway. “What feels qu

—Šž›Š• ˜› ˜™œ‘˜™ ’œ ‹Ž’— Š‹•Ž

‘ŠŸŽ‘Ž‹Žœ˜‹˜‘ ˜›•œǯThere

Š— Ž•Ž–Ž— ˜ ‹ž¢ ‘Ž— Š— ‘Ž›Ž

‹ž  Ž Š•œ˜ •’”Ž ‘Ž ’ŽŠ ˜ •˜˜”’—

Astheglobalretaillandscapegets

increasinglycramped,Topshopiscutting

through–andrevolutionising how

Australian women shopintheprocess

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PARTY GIRLS

In the face of a grey

political outlook,

Topshop Unique’s

ŗŝȬŗŞȱŒ˜••ŽŒ’˜—ȱ

™ž–™Žȱž™ȱ‘ŽȱŒ˜•˜ž›

NEED TO KNOW

40 ELLE AUSTRALIA

Words: Genevra Leek. Photography: Courtesy of Topshop; Imaxtree