• Mon, Jul 18 2011

Topshop To Clothe Americans In Sparkly Evening Gowns

Sparkly eveningwear might not be the first thing that comes to mind when you think of Topshop. (I tend to think of the store as a purveyor of smart English fashions that look like cheaper versions of what Kate Moss might be seen in.) But now that the upscale chain has come to America, it must adjust for American tastes. And as you know, there’s nothing Americans like more than sparkles, busy designs, and color. We’re basically a bunch of one-year-olds.

According to Styleite, the store is launching a new line in America called Dress Up, which will feature those gaudy patterns our large, American frames crave.

Via Styleite/WWD:

“[The line is] very elaborate, embellished pieces in fine silks and satin with beading and sequins,” said Topshop mogul Sir Philip Green. “It will probably do quite well in Las Vegas, where we’ll have a bigger assortment of ‘going out’ apparel.”

And by “going out,” he of course means “getting tarted up and going to a cluuuuurb, the kind with bottle service and techno.” It seems like this type of departure might dilute Topshop’s image somewhat, but I can also see how it would be a smart move, from a business perspective. What do you think?

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  • Chantal

    I’ve seen Topshop stores in many places and it’s like being in a totally different store. It sometimes look like American Apparel and it sometimes looks like MNG or Zara. Thing is, Topshop can be either awesome, with beautiful and trendy dresses or it can make you look like a clown. I also saw the line that Kate Moss designed for them, it was pretty much a cheaper version of her own closet. But as I said, their stuff can look very different from store to store.

  • Shop Happy Blog

    There are some pieces from Top Shop that I love and others….not so much. I think that the American-targeted evening line has a lot of potential to look very cheap, but I’ll definitely keep and eye out for it in stores still.

    <3 Jennifer
    http://www.shophappyblog.com