Topshop is re-branding itself for Fall 2018 by changing its name to Topshop It. To celebrate, eight of today’s most popular models were chosen to promote the collection in the brand’s first co-ed campaign: Anwar Hadid, Dilone, Presley Gerber, Duckie Thot, Birgit Kos, Cara Taylor, Adonis Bosso and Sofia Mechetner.
The purpose of the campaign is to evoke one’s individuality. Topshop It’s models were styled in a way that draws out who they are or the image they want to project. “We’ve called the campaign Topshop It to introduce our customers to a new kind of expression,” creative director David Hagglund told Vogue. “Topshop It will mean different things to different people, but to us it means always experimenting, pushing boundaries, staying true to our roots and taking it to the top.”
“We wanted to bring the brands to life,” Hagglund continues. “Topshop It is a celebration of what makes us unique. It is eye-catching, full of vibrant colour and has a youthful spirit.”