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?