Represent to launch womenswear headed up by former Topshop designer

Luxury British streetwear brand Represent is launching its first full womenswear collection with an exclusive pop-up at Selfridges from 12 February.

Spanning more than 30 styles, the new collection has been headed up by designer Toni Purdie, who cut her teeth at Topshop during the high street giant’s 00s golden era - working across its elevated Unique and Boutique lines.

Womenswear has apparently been two years in the making at Represent, though it did dip its toes into the water through its performance-focused 247 by Represent line via a collaboration with sportswear giant Puma in December 2024.

Represent co-founder George Heaton said that womenswear wasn’t something they wanted to do "in a lacklustre way", hence taking on Purdie and building a dedicated team to concentrate on it.

The debut women’s collection takes the established codes laid out by Represent menswear across the last decade – clean lines, considered design, and bold graphics – and "feeds them through a new, contemporary prism to give the Represent woman her own identity".

George Heaton commented: "We have no real experience of womenswear and we definitely didn’t want to just create menswear for women, though the creative direction is between Toni, myself and my brother Mike.

"We always wanted Represent to be the full package, and the womenswear collection has completely exceeded what we thought it could be. We know it will come with a lot of challenges, but we are so excited to see it launch."

The collection still has its roots in the casual sportswear aesthetic that underpins Represent, but it explores those codes in a more subtle way with foundational pieces that "encompass the needs of the modern woman".

Much like the menswear offer, there is a heavy focus on quality construction and craftsmanship, with a lot of the collection made in Britain using British-sourced fabrics.

Toni Purdie said: "From joining the business as the sole womenswear team member armed with sketches and brimming with countless ideas, this journey has been two years in the making.

"Today, we are proud to have built a team of eight exceptionally talented women, each of whom has worked tirelessly to bring the Represent woman to life. It is with great excitement that we now launch the collection, a true testament to our collective dedication and hard work."

The debut SS25 womenswear collection is entitled ‘Overdrive’ and takes its cues from the icons of the 1960s speed driving scene, both on and off duty. Slouchy, oversized hoodies that no longer need to be ‘borrowed from the boys’ are turned out with soft fleece lining, having undergone months of development to get the fit and finish "just right".

Basics like racer-back vests and bodies with clean cut-outs are elevated in premium cotton, and denim comes in linear cuts with minimal detailing – a jean jacket is blown up to become just a little bit oversized, while the jeans themselves are presented with a louche barrel-legged silhouette. Nothing is restrictive and, like the menswear line, Represent womenswear "balances comfort and cool".

There is also a series of more unexpected pieces within the collection. A simple, spaghetti-strapped slip dress comes with an all-over abstract print depicting rows of runners - a subtle nod to the roots of Represent. Taking it away from sportswear, the style is crafted from 100% silk.

Purdie added: "We really wanted some unexpected materials in the mix with the womenswear to differentiate it from the men’s. It’s all about keeping the DNA but elevating it in a new way."

Bearing the same print is a boxy bowling shirt that can just as easily be thrown on with the collection’s long-line stonewashed denim Bermuda shorts as it can be “chucked over a bikini on a day at the beach”. The palette throughout the collection is pared-back to hues of nude, stone, mushroom, and indigo.

Paul Spencer, CEO of Represent, said: “We’ve had ambition to launch women’s for many years. Unisex has been a strong trend for such a long time so we already have a pretty extensive customer base. Plus, our strategic partners such as Selfridges, Harvey Nichols, END. and Flannels have constantly been requesting that we do women’s.

"We like to go fast at Represent, however we knew with women’s we have to do it in the right way, so we had to be patient, invest in the right team, put time into the development of the collection and ensure we are coming with a complete offer for the Represent woman."

As well as the Selfridges launch, from 12 February the new womenswear collection will also be given an expansive dedicated space in Represent’s flagship stores in Manchester and Los Angeles.