Since acquiring the Arcadia labels last year, online retailer Asos has set out to expand and rejuvenate the brands for its own platform and clientele. Now, the company has unveiled a new visual identity for Topshop and Topman, which will be featured on the brands’ standalone digital storefronts on the retailer’s website.
The rejuvenation is part of Asos’ future growth strategy for Topshop and Topman and marks a new chapter for the two British fashion houses. The new identity is inspired by the old signage of the Topshop and Topman stores, which have been modernized and united under one banner.
Asos hopes the two retailers will capture the spirit of London culture both through looks and through the new, revitalized collections, which Asos says have a “focus on quality, design, fit and fabric”.
The AW22 collection is the first to be conceived, designed and created entirely under the direction of Asos. The focus is on the brands’ most popular categories such as denim, dresses and tailoring. In addition, Asos will also launch a Curve range spanning all sizes and will continue to invest in the Maternity, Tall and Petite collections. As part of the new season, both brands will launch a range of limited-edition pieces that aim to embody the new identity, with key designs being made in the UK, Asos said in a statement.
This translated and edited post previously appeared on FashionUnited.uk.