After a seven-year hiatus, Topshop and Topman are stepping back onto the runway - and into the cultural conversation. The announcement of a landmark fashion show in London this August marks a significant shift for the iconic high-street labels, once central to British fashion retail before their decline and eventual closure in 2019. Now, under the ownership of ASOS, the brands are embracing a digitally-led revival, complete with a See Now, Buy Now showcase, a refreshed product focus and an open casting call that signals a more inclusive direction.

This moment isn’t just a nostalgic comeback - it’s a real-time case study in how heritage brands can reimagine themselves for a new generation.

📊 Supporting Stats

ASOS reported a 15% drop in group revenue year-on-year in early 2024, with Topshop and Topman noted as key areas for investment focus (ASOS Financial Reports, 2024).
Fashion resale and revival trends are booming, with 63% of Gen Z preferring to buy from brands that have a heritage or legacy (Thredup Resale Report, 2024).
Open castings have surged in popularity, with TikTok videos tagged #opencasting reaching over 170 million views as of mid-2025 (TikTok Analytics, July 2025).

✅ Pros - What’s Working?

Cultural Relevance Through Legacy
Topshop and Topman tap into a wave of Y2K nostalgia and early-2010s fashion revival, aligning with broader consumer interest in ‘vintage’ digital-era brands.

Inclusivity as a Brand Reboot Tool
The open casting, in partnership with Wilhelmina Models, invites a new wave of diverse, unsigned talent – signalling a shift from exclusivity to community-led style representation.

Digital Commerce Integration
The See Now, Buy Now format directly links runway visibility to purchase behaviour, creating a closed loop between inspiration and transaction – particularly effective for digital-native audiences.

⚠️ Cons - What Are the Limitations?

Retail Footprint Remains Digital-Only
While the runway offers spectacle, the lack of physical retail presence may limit touchpoint diversity, especially as brick-and-mortar stores remain key for brand discovery and trust-building.

Brand Equity Rebuild Takes Time
Despite cultural fondness, Topshop’s exit wasn’t just emotional – it followed operational and supply chain issues that will take more than a catwalk to correct.

ASOS Image Bleed
With Topshop and Topman now housed within ASOS, the parent brand’s ongoing performance challenges could undermine the relaunch’s momentum if not managed strategically.

🔍 Opportunities - Where Can Brands Win?

Make Runway Moments Interactive
By integrating social media challenges, influencer collaborations and AR try-ons, Topshop can extend the value of the show far beyond one night in London.

Foster a Creator-Led Ecosystem
Open casting shouldn’t stop at models - involving stylists, content creators and musicians from diverse backgrounds could deepen community ownership of the brand.

Position as Affordable Fashion with Cultural Clout
By avoiding fast-fashion pitfalls and elevating styling and quality, Topshop has the potential to claim a premium high-street position in the style-value matrix.

🚧 Challenges - What’s in the Way?

Sustainability Scrutiny
Legacy high-street labels are under increasing pressure to address sustainability - a relaunch will be judged not only on aesthetics but on environmental and ethical production standards.

The Noise of Nostalgia
With so many brands tapping into 2000s revivalism, Topshop must go beyond referencing its past to create a meaningful, future-facing identity.

Unclear Value Proposition
Without clear messaging, there’s a risk the comeback could be seen as performative rather than progressive - especially among Gen Z consumers who prioritise values over logos.

🧠 Key Takeouts

Topshop and Topman’s return to the runway signals a strategic rebrand aimed at Gen Z and nostalgic Millennials.
Open casting and See Now, Buy Now formats reflect key trends in fashion commerce and culture.
Success hinges on balancing legacy with innovation, and visibility with authenticity.

🧭 Next Steps for Brand Marketers

Revisit your heritage: What assets, aesthetics or values from your brand’s past still hold meaning today?
Invest in participatory culture: Use open platforms and creator collaborations to build loyalty and relevance.
Connect moments to metrics: Link live events to measurable brand engagement and conversions.
Go beyond the gimmick: Ensure inclusivity and sustainability are built into operations - not just marketing.

Topshop may be back, but it’s the strategy behind the comeback that should be catching your eye.