Editors' Top Reads: News from Topshop, Dr. Martens, Superdry and more...

Here are some of this week’s news and features highlights handpicked by TheIndustry.fashion team.

The Interview: Inside Djerf Avenue's pop-up at Selfridges with Matilda Djerf

Moving through Selfridges at 10 am on a Monday morning, I was expecting the usual mild bustle, but what greeted me was something closer to a full-on stampede. As soon as the doors to the public swung open, Djerf Avenue’s 'Angels' were already winding up the escalators, eyes on limited edition Christmas pyjamas and the sold-out boxy blazers that have become cult pieces. Watching it unfold, it was impossible not to marvel at how this Swedish brand has built such a loyal following.

Talking to Matilda Djerf herself, moments before the doors opened, he explained, "Djerf Avenue was born from conversations I had with my community in my DMs. From day one, our focus has been on creating a brand rooted in ethical production, size inclusivity, and offering everyday inspiration. That sense of closeness continues to guide everything we do." That feeling was tangible at the pop-up, where the Founder personally greeted shoppers (even recognising her social media followers from previous in-person events).

The story of Djerf Avenue is about more than trend cycles - it’s about listening, responding, and growing with a community that matters. The Selfridges pop-up isn’t just a shop, it’s a live celebration of that ethos.

If there’s a single takeaway from my morning with Matilda and her Angels, it’s that success isn’t only measured in sold-out racks or Instagram followers. Sometimes it’s the quiet, meaningful conversations that shape a brand from the inside out.

Read the full interview with Matilda Djerf, Co-Founder and CEO of Djerf Avenue, here.

Chloé Burney, Senior News & Features Writer.

Dr. Martens puts best foot forward with first ‘beacon’ store in Soho

Dr. Martens must be having a good time of it in Central London, having just added another new store at 39 Brewer Street in Soho – its first flagship ‘beacon’ store, whatever that means.

I believe Dr. Martens has recently refurbished its store on Carnaby Street around the corner too, while the brand also has stores on Oxford Street and on Neal Street in Covent Garden, so it’s got a good spread in close proximity.

I must say I’m curious to visit the new 3,400 sq ft Brewer Street store, as it seems they have put a lot of thought into it, with a dedicated Made in England area and a Doctor’s Orders Café. It will also house store exclusives as well as “boundary pushing collaborations with leading designers”.

The Made in England area apparently features bespoke burgundy wall tiles from the same manufacturers behind the London Underground’s ceramics, described as “a tribute to enduring British design”.

Additionally, the store also features a collection of artefacts from the Dr. Martens archive curated into a display that winds through the store’s central staircase, connecting the brand’s rich history with its “ever evolving” future.
I hope they’ve included some good old photos of the bands and the style subcultures who’ve sported Dr. Martens 1460 boots over the years, those who took them from work boots to the pinnacle of fashion in the first place.

On the sustainability front, visitors will also be able to explore the ‘Repair & Customisation Bar’ in partnership with The Boot Repair Company, where they can personalise or rework their new or well worn Doc’s. A nice touch.

Tom Bottemly, Contributing Editor.

UK shoppers set to spend £10.2 billion on Black Friday with Gen Z leading the way

Black Friday shoppers are expected to spend an average of £430 each, up £91 on last year, adding up to more than £10.2 billion in total sales.

These findings come from Barclays Consumer Spend research conducted by Opinium between 24-28 October 2025. The data shows that interest in the sales continues to grow, with 43% of respondents planning to take part (up from 37% in 2024), climbing to 76% among Gen Z.

Despite this, 44% of respondents say they do not look forward to the events as much as they once did, and scepticism about the value of the deals is widespread, with 68% doubting the genuine savings offered during Black Friday and Cyber Monday, and 65% believing that these promotions encourage unnecessary spending. Read the full insights here.

Sophie Smith, News Editor & Senior Writer.

Topshop to stage world's first AI-driven shoppable catwalk

Despite its history as art of the high street firmament, Topshop was known for being a catwalk brand. Throughout the 00s, while it was still owned by Arcadia, its London Fashion Week shows were one of the event's highlights, attracting big fashion names from Kate Moss to Anna Wintour.

It was fitting then that when the brand was relaunched this year, following the completion of a joint venture ownership deal between ASOS and investor Heartland A/S, that it should take to the catwalk with a major event in London's Trafalgar Square.

Now, it's upping the ante once again with the world's first AI-driven shoppable catwalk in partnership with THG Studios, PayPal and Google Cloud. To be held in February at THG Studios in Manchester (another smart move given the city's increasing fashion prominence), it will take attendees on an immersive experience where they will witness the future of fulfilment, engage with AI-generated models, and 'experience a new era of retail' where every look is instantly shoppable.

I was asked earlier this week by a fellow journalist what the future of the catwalk was, and I thought it would look something like this. Catwalks are increasingly becoming vehicles for consumer engagement, as opposed to trade events. I was also frustrated this past fashion month by the limitations of live streams in really bringing a collection to life, and having catwalks when no one can buy the collection makes less and less sense to me.

I love that it's Topshop (and ASOS) leading the way. Luxury brands need to take note.

Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.

‘It’s a rebirth’: Julian Dunkerton on Superdry & Co, reviving Bench and introducing vintage Ralph Lauren

Earlier this week, I attended Superdry & Co.'s rebrand unveiling at its Oxford Circus flagship. It was one of those nights that feel like you’re watching a brand rewrite its own story in real time. I walked in expecting a predictable retail relaunch, but I walked out feeling like I’d just seen CEO and Founder Julian Dunkerton hit the reset button on a British High Street stalwart - and do it with confidence.

The new "& Co" extension is designed to reflect exactly that expanding universe. Bench, now officially part of the Superdry family, is being reintroduced with its signature 2000s identity, leaning into the wave of Y2K nostalgia shaping fashion retail.

Upstairs, meanwhile, Superdry is tapping into one of the strongest shifts in Gen Z shopping behaviour with a new vintage and upcycled concept space. "Have a look at upstairs because our vintage store is quite amazing. It’s probably the biggest collection of vintage Ralph Lauren in the world. It’s got vintage Carhartt and other brands as well as upcycled products," Dunkerton claimed. "It’s a really special kind of thing. We deliver vintage in a way that nobody else does - we clean it and sell it like it’s new. Upcycling and vintage is so key to this next generation."

What struck me most, beyond the new preppy aesthetic and the"& Co" overhaul, was Dunkerton himself. He spoke with the kind of relief and renewed energy you only get from someone who has spent the past few years in the trenches.

Superdry is really having a "rebirth".

Chloé Burney, Senior News & Features Writer.