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ASOS reveals “bold new visual identity” for Topshop and Topman

Tom Bottomley
29 September 2022

This AW22 marks the first Topshop and Topman collections conceived, designed and created entirely under ASOS ownership, with a stronger focus on creative design, quality fabrication and a new visual identity for the now digital-first businesses.

ASOS acquired the Topshop and Topman brands, along with Miss Selfridge and activewear brand HIIT, from Sir Philip Green’s crumbling Arcadia empire in February 2021, and this very much marks “a new chapter” for the once popular high street fashion brands that were both founded in the 1960’s.

Inspired by signage from old Topshop and Topman stores, and updated for the future, the new visual identity will appear as a new digital storefront on a standalone landing page on the ASOS website. A new monogram also tells the story of the two heritage brands, “uniting under one banner with a shared DNA”.

For the first time, Topshop and Topman are also introducing “truly inclusive” sizing through a ‘Curve’ range, as well as further investing in Maternity, Tall and Petite collections.

Additionally, AW22 will also see the introduction of a series of limited-edition pieces which are “the purest expression of Topshop and Topman’s new vision”, with key designs manufactured in the UK which will then be expanded into the main collections for SS23.

Nikki Tattersall, Director of Topshop and Topman, said: “Topshop and Topman are truly iconic British brands, and taking stewardship of such a beloved institution has been a privilege. Over the last 18 months, we have done some incredible work, learning from the past and from each other to create something exciting and relevant for the future.

“We’re so proud to share our new vision with the world, but this is only the first step of the journey. There’s a lot more work to do and so many exciting ideas we want to explore.”

Topshop and Topman will now also retail in 106 Nordstrom stores in North America and become a central part of ASOS’ international growth strategy.

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