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In Pictures: Topshop and Topman's first denim collection since ASOS ownership

Tom Shearsmith
27 March 2023

Topshop and Topman are celebrating the next step in its journey under ASOS ownership, introducing its first relaunched denim collection and imagery campaign.

Since its inception in the 1960s, Topshop has become one of the most influential and recognisable names in British fashion, building its audience through its pioneering design and previously cutting-edge retail experience.

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, with this collection marking the second campaign in “a new chapter” for the once popular high street brands.

The first campaign, launched in autumn 2022, saw the introduction of a new visual identity inspired by signage from old Topshop and Topman stores. This new visual identity appears as a digital storefront on a standalone landing page on the ASOS website. An updated monogram also tells the story of the two heritage brands, “uniting under one banner with a shared DNA”.

Notably, this campaign (and the campaign in autumn 2022) are the only significant launches from Topshop and Topman since its acquisition, with product being released throughout the year on the ASOS platform without advertising campaigns or announcements.

The Topshop and Topman design teams have this season continued to introduce "reinvigorated collections" with a laser focus on quality, design, fit and fabric, focusing its efforts this time on denim. Taking place alongside existing silhouettes, ASOS has helped the brands introduce seasonal elevations for SS23, "creating bold statements" through capsule and co-ord wardrobe options.

The collection sees a range of denim including distressed denim, dramatic balloon sleeves and frayed textures, maxi denim dresses and various jeans including straight cut, low waist, skinny and loose fit.

In January 2023, ASOS welcomed Scott Millar to its finance department, dubbed a "company doctor". The fashion giant is seeking to shore up its financial performance. It is understood that Miller will act as interim director of finance projects.

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