Asos has named Moses Rashid, founder of sneaker resale site The Edit Ldn, as global marketing director for Topshop Topman.
Rashid will be responsible for shaping the iconic British fashion brand’s marketing strategy, building awareness within global markets, re-engaging the brand with relevant audiences, and executing a plan across the next 12 months to support the relaunch of Topshop.com.
He’ll report into Michelle Wilson, managing director of Topshop and Topman.
“Topshop was an institution for many of us, it was known for being innovative, rebellious, and inspirational,” Rashid told WWD.
“There continues to be a lot of love for the brands through the Asos platform and we’re excited to bring the best of fashion to a broader audience. You can expect some exciting partnerships with both exciting creative talent and international retail partners.”
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Wilson told the title the brand’s leadership team is rebuilding Topshop and Topman’s presence outside of the Asos platform and that it is looking to win over new consumers through the relaunch of Topshop.com and new retail partnerships.
“Rashid brings great brand-building experience and an entrepreneurial and innovative spirit to complement the talented team of London-based designers and product developers that create exciting fashion for our customers,” Wilson told WWD.
After founding The Edit Ldn in 2020, Rashid expanded the platform to Harrods in London, and launched various pop-ups in Galeries Lafayette Doha, and Harvey Nichols in Riyadh.
Just three years after buying Topshop and Topman, Asos sold a 75% stake in the brand last September, creating a joint venture with Heartland, an investment firm owned by Bestseller owner the Holch Povlsen family.
As part of the £135m deal, the fashion giant held onto certain design and distribution rights for the Topshop and Topman brands in return for a royalty fee to enable it to continue marketing and selling the brands online
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