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Asos introduces new visual identity for Topshop and Topman brands

Asos has introduced a new visual identity for Topshop and Topman following its acquisition of the Arcadia owned fashion brands in 2021. Since the purchase, Asos… View Article

FASHION

Asos introduces new visual identity for Topshop and Topman brands

Asos has introduced a new visual identity for Topshop and Topman following its acquisition of the Arcadia owned fashion brands in 2021.

Since the purchase, Asos has been transforming the brands into digital-first businesses, although they will now also retail in 106 Nordstrom stores in North America.

In a statement, Asos said the new identity communicates Topshop and Topman’s “confident and unapologetic attitude” and will lay the foundation on which they can grow. Inspired by signage from old Topshop and Topman stores, it will appear as a new digital storefront on a standalone landing page on Asos.com.

As part of the revamp, the two brands will introduce new collections with a “laser focus” on quality, design, fit and fabric.  Asos will also bring in inclusive sizing through the Curve range and invest further in maternity, tall and petite collections. In addition, autumn winter 2022 will see the launch of a series of limited-edition pieces as part of the first collection conceived, designed and created entirely under Asos’s ownership.

Nikki Tattersall, director of Topshop and Topman, said: “Topshop and Topman are truly iconic British brands, and taking stewardship of such a beloved institution has been a privilege. Over the last 18 months, we have done some incredible work, learning from the past and from each other to create something exciting and relevant for the future.

“We’re so proud to share our new vision with the world, but this is only the first step of the journey. There’s a lot more work to do and so many exciting ideas we want to explore.”

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