// Asos reveals a new visual identity for the once Arcadia-owned Topshop Topman brands
// Both brands will have a new digital-first strategy and more inclusive offering alongside their own shopfront on Asos.com
Asos has unveiled a new rejuvenated visual identity its both Topshop and Topman brands, following its acquisition of Arcadia-owned labels last year.
The online fashion giant said the move is part of its future growth strategy for the duo, marking a new chapter for both of the popular fashion brands and said the new visuals will be featured on the retailer’s website.
The new identity draws inspiration from old Topshop and Topman store signage, which has now been modernised and united under a single banner.
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Asos hopes the two retailers will capture the spirit of London culture through both the visuals and new reinvigorated collections that it said have a “laser focus on quality, design, fit and fabric”.
The Autumn Winter collection will be the first Topshop and Topman collections designed and created entirely by Asos and will put an emphasis on the brands’ most popular categories while also introducing a size-inclusive Curve range while further investing in Maternity, Tall and Petite collections.
As part of the new season, both brands will be dropping a series of limited-edition pieces that aim to showcase the new identity, with key designs manufactured in the UK, Asos said in a release.
Topshop Topman director Nikki Tattersall 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.”
Since its acquisition of the two brands, the Topshop/Topman brand has seen an expansion of product categories.
Back in June Asos officially launched its first in-store collection with North American retailer Nordstrom, bringing it to retail in 106 of its stores, contributing to Asos’ international growth plan – marking a milestone for the retailer.
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