Topshop has taken its designer collaborations to the next level by commissioning smaller runs of unique pieces from its favourite directional designers and housing them in their own ‘secret store‘. Opening last Thursday, the store features a flower shop on the outside (curated by Meadham Kirchhoff with Wild at Heart) and all manner of delightful finds inside.
“What’s working for Topshop at the moment is doing something more interesting like smaller runs at a higher price for the customer who is interested in those designers that almost have a cult following.That cusomer wants something more special,” Topshop’s Andrew Leahy explained. Among the weird and wondrous offerings are Emma Cook’s much blogged-about animal heads from Topshop’s AW11 show (only 8 or so on sale, for £500 each), Nasir Mazhar’s jewelled head-dresses, an array of Topshop Unique pieces revived from past best sellers and jewellery by Pamela Love and Maria Francesca Pepe. The store is in situ in New York and London Oxford Circus simultaneously and (selected pieces) online for two weeks or until stocks last.