Topshop at Liberty: The Return of an Icon
Bringing the spirit of Big Topshop to Liberty’s Tudor halls
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Topshop at Liberty: The Return of an Icon
Bringing the spirit of Big Topshop to Liberty’s Tudor halls
Consider this a homecoming: an icon of London style is back where it belongs. Introducing: Topshop at Liberty – an exclusive residency in our Great Marlborough Street store, marking a meeting of London-born minds.
This is no ordinary revival. Where once our two stores faced down across the mele of Oxford Circus, Topshop's new boutique at Liberty celebrates our shared London roots. Grounded in Soho’s rebellious free spirit, this is a pairing born through the cultural caché fearlessness and creative impact that occurs when a store transcends its walls.
“At Liberty, we’ve always been about discovery,” explains Lydia King, Liberty’s buying director. “Partnering with Topshop brings a new layer to that experience: it’s a meeting point of two iconic British names, both with deep roots in London style, a stone's throw from Oxford Street.”
It’s these Oxford Street origins that are central to the nostalgia and remembered zeitgeist mood that Topshop evokes for many afficionados. For those spending their teenage or pre-teen years in the London orbit, a trip to the Big Topshop was a pilgrimage to be undertaken with the utmost seriousness. Once inside its cavernous clutches – home to DJs, a hair salon and cupcake stands alongside the clothes – it was a daytrip in itself.
Now, more than four years since those doors closed, a new era of Topshop is back in Soho. “[The] residency celebrates the city’s creativity and energy, offering our customers something unexpected. Which we love to do,” adds King.
For many, Topshop’s cultural status itself represents the beginning of a lifelong interest in fashion and design, something Bella Kelly, Liberty’s womenswear buyer, explains the edit taps into. “There’s a real emotional connection to Topshop, so many customers grew up with the brand, and for a lot of people, it shaped their early relationship with fashion, “ she says. “The idea of it returning to Soho, where it all really started, holds a special place in their hearts.”
With a nostalgic mood overtaking the nation (how many TV and film reboots from the 00s have surfaced in the last month…?), Kelly explains that the residency is tapping into a desire for reminiscence which, as ever, Liberty is moving forward. “It’s more than just nostalgia, shoppers are ready to see how the brand evolves and fits into their lives now.”
[…] Customers are craving brands they can reconnect with emotionally, but in a way that feels relevant to who they are now. Relaunching Topshop at Liberty gives us the chance to do exactly that. It taps into nostalgia, but reframes it in a fresh, forward-thinking way.”
Kelly describes Liberty’s edit as “iconic Topshop style, but with an elevated, refined feel”, and highlights the outerwear offer as a collection highlight: with fuzzy faux furs, sculptural jackets and a patchwork trench all appearing in the offer.
To discover more, visit Topshop’s Liberty boutique in store, or shop our exclusive edit of the latest collection online.
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