Editors' Top Reads: News from Topshop, Pour Moi, Oxford Street and more...

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

Topshop debuts world-first AI-driven shoppable catwalk as brand revival accelerates

I had the pleasure of attending Topshop’s record-breaking AI-driven, shoppable catwalk in Manchester last night, marking a bold new chapter in its ongoing revival and signalling the future of immersive retail.

The “Runway of the Future”, officially recognised by the World Record Certification Agency, blended physical and digital elements, allowing attendees to engage with the collection in real time. Each look was instantly purchasable through Topshop’s bespoke Front Row AI app, while virtual try-ons extended the experience beyond the show itself.

Breaking away from the traditional runway format, the event invited guests to shop directly as models walked the catwalk. This innovative approach not only showcased Topshop’s commitment to digital innovation but also highlighted how technology can transform fashion presentations into dynamic, audience-driven experiences.

The Manchester showcase formed part of Topshop’s regional strategy, which includes expanding beyond London and tapping into the energy and creativity of communities across the UK. "As we continue to grow the brand, the regions are very important to us," Moses Rashid, Global Marketing Director at Topshop & Topman, told us. Hear more from Rashid and the Topshop catwalk here.

Sophie Smith, News Editor & Senior Writer.

The Interview: Pour Moi founder & CEO Michael Thomson on moving into athleisure with its new 'Off Duty' collection

I can’t quite believe that it’s almost four years since I last did an interview with Michael Thomson, the founder of Pour Moi. At the time, the focus was on how they had navigated lingerie sales through the pandemic. Time really does fly. Anyway, my latest interview with him comes off the back of Pour Moi launching its first athleisure line, called Off Duty, in January.

Lingerie and swimwear are where the business has been built, and with the athleisure market seemingly oversaturated, it seems like a bold move to enter the category. But, according to Thomson, it stemmed from customer feedback and rising sales of Pour Moi’s softer, more flexible and comfort-driven styles, particularly in non-wired bras and stretch fabrics. He says that athleisure just felt like a natural next step for Pour Moi, and his reasoning makes perfect sense. After all, Pour Moi’s heritage in lingerie gives it a unique advantage in fit, fabric and support.

Off Duty isn’t meant to be performance gym wear; it’s “for the everyday woman who wants to feel great no matter what her shape or size is”, and that’s where it is finding its niche. It’s for women who want to feel comfy but also “put together”, and for those who struggle to find athleisure that caters to a curvier body shape, using premium fabrics and thoughtful design, but also at a far more accessible price point than many other brands in the sector.

Following very encouraging early signs, Thomson now sees Off Duty as “an emerging category” for Pour Moi, with huge potential to expand the range seasonally and build it into a core lifestyle category alongside its lingerie and swimwear. Add to that, it’s also attracting slightly younger customers to the brand. Read all about it here.

Tom Bottomley, Contributing Editor.  

Mayor gives official go-ahead for Oxford Street pedestrianisation

The Mayor of London, Sir Sadiq Khan, officially approved plans for the pedestrianisation of London's Oxford Street this week.

The long-awaited transformation of Oxford Street was first announced by the Mayor of London last February and is part of a larger proposal to enhance the visitor experience and create space for new leisure opportunities, such as al fresco dining and outdoor events.

The proposals were met with overwhelming support from residents and businesses, with department stores Selfridges and John Lewis sharing their enthusiasm.

In my view, these plans fit into the larger shift we are seeing, with brands moving away from purely transactional stores towards experiential formats that deepen consumer engagement.

A quieter, calmer, traffic-free setting is also likely to encourage shoppers to linger and visit more stores. Personally, I can't wait to see what benefits this will bring to the retail scene in the long term.

Camilla Rydzek, Senior News & Features Writer.  

The Interview: ALIGNE CEO Ginny Seymour on re-founding and expanding the British design-led brand

ALIGNE has become something of a British fashion powerhouse; its designs (particularly its waisted tailoring) are widely copied, which is the sincerest form of flattery of course. But for the price, it’s very hard to be ALIGNE’s quality, so I always wonder why people don’t just buy the real thing.

The women behind the success of the brand is Canadian Ginny Seymour, who has a very British sensibility when it comes to style. She joined the brand in 2022 and effectively re-founded it, since the brand as we know it bears little resemblance to the first chapter of its existence.

With each season ALIGNE’s handwriting gets stronger and the brand attracts more and more fans. In the past year or so, it has enjoyed strong growth in the US, where Seymour has been spending a lot of her time. She is back in the UK now and focusing on further growth here and in other geographies.

In a wide-ranging interview, we found out all about the journey so far and what her ambitions are for the future, as well as getting the lowdown on a high-profile campaign with Sheerluxe that launched this week.

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