“We’ve called the campaign Topshop It to introduce our customers to a new kind of expression,” David Hagglund, creative director of Topshop and Topman, tells Vogue. “Topshop It will mean different things to different people, but to us it means always experimenting, pushing boundaries, staying true to our roots and taking it to the top.”
Anwar Hadid, Dilone, Presley Gerber, Duckie Thot, Birgit Kos, Cara Taylor, Adonis Bosso and Sofia Mechetner were all enlisted for their individuality. “We wanted to bring the brands to life,” Hagglund continues. “Topshop It is a celebration of what makes us unique. It is eye-catching, full of vibrant colour and has a youthful spirit.”
Prepare to see the rainbow puffers, beaded bags, sequin minidresses and cowboy boots – yep, they all feature in the autumn/winter 2018 collection – emblazoned across billboards and social channels as, Hagglund says, “we’ve pushed boundaries to make this a truly 360, global campaign.” First of all though, browse the autumn/winter 2018 lookbook to see how Topshop’s new model crew interprets “It” themselves.