British fashion retailer Topshop has revealed the first stage of its much anticipated comeback by collaborating with London-based artist Russ Jones to produce “We Missed You Too” – an audacious fan-fuelled art installation and treasure hunt around London’s Soho.
Jones has constructed twenty-one mirrors with comments from Topshop’s army of devoted admirers. His bold text-emblazoned mirror installations have gone viral on the internet and most recently at The Topshop sponsored Brits after party.
With such an outpouring of love, cherished memories and dreams for the future from fans, there could only be one response from Topshop, “We Missed You Too”.
In addition to recognising devoted followers, the retailer is putting its money where its mouth is by gamifying the installation and transforming it into a daring treasure hunt where participants must locate the ultimate prize – a lb1,000 Topshop.com voucher and first dibs on the site when it launches later this year.
Moses Rashid, Topshop Global Director of Marketing, said: “We’re excited to see the love for Topshop and Topman on social media. Supporting local talent, sharing the stage with creatives, and bringing London’s unique energy to our fans has always been part of Topshop’s heritage.”
“This activation, featuring the hugely talented Russ Jones, is our way of giving back in a truly Topshop way.”
“Our fans are at the heart of everything we do, and ‘We Love You Too’ is a perfect example of that; by involving our loyal followers, 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.”
About Topshop
Originally founded in 1964, Topshop is a British fashion brand known for its trendy, affordable clothing and strong influence on high-street fashion.
Originally part of the Arcadia Group, the brand gained global popularity, especially in the 2000s and 2010s, with its stylish, contemporary-fashion approach.
Designed in London, Topshop relentlessly prioritises creativity and originality, setting the trends rather than following them.
After Arcadia went into administration in 2020, ASOS acquired Topshop, along with Topman and Miss Selfridge, in 2021. Since then, the label has become an online-only brand under ASOS, though its influence in fashion remains strong.
