The fashion news cycle has gone into overdrive of late, with seminal creative directors stepping down (Jonathan Anderson, Donatella Versace) and plumb new appointments being made (Demna at Gucci). For millennials, however, these potentially-historic shifts pale in comparison to what might soon be happening on the high street: Topshop's relaunch.
Yesterday night, a cryptic set of videos was uploaded to the brand's Instagram, which has a 12 million-strong following, that showed two models standing on a rooftop under a billboard that read, 'Topshop'. It's the caption spread across the trio of posts, however, that has caused a certain portion of the internet to go into meltdown: 'WE'VE BEEN LISTENING.'
It wasn't immediately clear what the brand has been listening to exactly, but it's obvious what users think. One said: 'I just want the big one back at Oxford Circus'. Another: 'DONT PLAY WITH US!!!!' Lo and behold, however, Topshop has officially has its own website again under the domain topshop.com, which simply reads: 'Coming Soon.'
As of this afternoon, Topshop has officially kicked off what it called 'the first phase of its eagerly awaited return' by partnering on a fan-fuelled installation with artist Russ Jones - 21 mirrors featuring comments from the brand's army of loyal fans. Its title? 'We Missed You Too'.
'Our fans are at the heart of everything we do,' said Moses Rashid, Topshop's global director of marketing, adding: 'We’re not only celebrating their passion but also creating the kind of memorable experiences that have always been so important to why people love Topshop. This is just the beginning - keep watching this space.'
When did Topshop close?
Topshop never disappeared entirely - the brand was bought by ASOS, having gone into administration on 30 November 2020 - but store closures up and down the country were something of death knell in 2021. Topshop's iconic flagship at Oxford Circus, the monolithic building that's now been turned into an IKEA, was a site of pilgrimage for almost every millennial, whether you travelled down for your first piercing or just to lose your friends somewhere between jeans and Freedom.
Who bought Topshop?
In 2024, there were signs that it could make its long-awaited comeback. According to The Guardian, ASOS sold a 75% stake to Heartland, a holding company representing the interests of the family business Bestseller. José Antonio Ramos Calamonte, chief executive at ASOS, told the paper at the time: 'We might open stores. We will consider it for sure but we have no specific agreement to open a certain number.'
When might Topshop be reopening?
For now, it looks like getting its own dedicated website back might be the extent of developments, which is big news in itself, but stay tuned. 'Topshop Joni jeans' is a breakout search on Google, as is 'Topshop stores', which has increased by 140% in the past four hours.
This isn't surprising because at the height of its power, Topshop wasn't just the place to shop on the high street but was responsible for most iconic collaboration of all time (Kate Moss), as well as being a headliner at London Fashion Week (Anna Wintour attended for goodness sake). Every teenager with a pulse and pocket money wanted to wear Topshop, which is perhaps one of the reasons it all went pear-shaped. As that generation of teenagers grew up, graduating to slightly less trend-led brands such as Arket, the next generation, flush with fast-fashion options that included more affordable competitors like Pretty Little Thing, didn't take up the mantle and Topshop, once the most relevant high street retailer, was left chasing its tail.
Could that all be about to change? For millennials who queued up to score that butter yellow dress by Kate Moss - the one that still does a brisk trade on eBay almost 20 years later - the answer is a resounding 'please say yes'.
Natalie Hammond is Grazia’s senior fashion news editor. She loves winter, hates summer and can often be found writing about the weather (and what on earth to wear).