Moses Rashid, the Global Marketing Director of Topshop and Topman, had originally lobbied London’s Deputy Mayor in the hope of hosting the brand’s comeback catwalk show outside IKEA Oxford Street, in a nod to the former home of Topshop’s famous flagship store.

Speaking onstage at Ecommerce Expo 2025, Rashid explained that the Topshop relaunch needed a careful balance, moving the brand from nostalgia into a present day fashion destination.

This required moving the retailer forwards, whilst always being informed by an understanding of its heritage and brand legacy. “Everyone has an emotional connection to the brand and very rarely in your life do you get afforded the opportunity to bring back an icon,” he said.

Ultimately, the public catwalk event was held in Trafalgar Square, with the decision to keep it outside of the “closed doors” of London Fashion Week an intentional one. This allowed it to be inclusive, avoiding alienating its core audience, whilst also reflecting an innate understanding of modern marketing and today’s social-first landscape.

Bringing back Topshop’s London energy

“In the first three months from launch, we talked about lighting a thousand fires to start conversations. Topshop 2.0 is about that London energy and swag. The brand has always stood for something more than just the clothes,” Rashid said.

On the delicate task of balancing heritage with connection to a new audience, Rashid invoked the adage that nothing in fashion is new, rather it is reinterpreted: “I’m of an age where we used to watch Rocky. Now kids want to watch Creed. You’re not reimagining the wheel – you’re just taking the best bits of how was done so you can continue to grow, engage and inspire.”

More physical Topshop stores are on the cards

Looking ahead, Rashid says he wants to bring back physical stores, each with unique treatments, like the mash-up of heritage and current culture seen at its Liberty pop-up, saying: “we’ve read the comments, we want it too. It’s going to happen, it’s just when and where.”

Giving the brand a physical presence on Britain’s High Streets was a key motivation behind the partnership with John Lewis, which had been questioned by some as a misstep in terms of targeting.

But, Rashid noted, John Lewis is stepping up its fashion ambitions with the launch of 100 new brands and the partnership gives the Topshop brand visibility in 26 stores across the country – although he conceded Topshop’s “core audience may or may not shop there.”

In the next month, the brand will be available in 150 stores globally, with Germany, France, Denmark and the U.S. identified as priority international markets, as the retailer looks to capitalise on one of its key pillars: harnessing the dynamism and creativity of London and taking it to the world.

Rashid also confirmed the brand was currently in discussions with a second brand ambassador.