Topshop’s latest Instagram posts sent millennials nationwide into a frenzy.
The iconic fashion brand uploaded three clips on Tuesday evening, with captions that together read: ‘We’ve been listening.’
One clip also featured the words: ‘We’ve missed you too.’
It’s been four years since Big Topshop, aka their flagship Oxford Street store, closed its doors, and many are still grieving.
While Topshop items are available to buy via ASOS, shopping online has never quite replicated that buzz of spending hours in the giant shop, coming away with a pair of Joni jeans and a Kate Moss tea dress.
It’s no wonder then that Instagram posts were flooded with comments from nostalgic fashionistas.
‘Crying, screaming, throwing up,’ wrote influencer Jade Reeve. While Lily Pebbles wrote: ‘And all the millennials faint.’
Musician CC Clarke added that ‘the world hasn’t been the same’ since we lost the mega-shop, and business owner Amy Wood said: ‘I feel like my parents just got back together.’
Shoppers have been on the edge of their seats, waiting to learn whether or not their dreams are indeed coming true — and now Topshop has finally responded.
In a statement, the brand said they were ‘kicking of the first phase of [Topshop’s] much anticipated return’, and ’embracing a bold new era, bringing fans — past, present, and future — along for the journey.’
So what exactly does this mean?
Well, there is no clear indication that a brick-and-mortar store is back in our lives just yet.
However, we do knew that Topshop.com is relaunching this summer, an announcement the brand made back in September 2024.
This ‘first phase’ is coming in the form of an art installation and treasure hunt across London’s Soho, in partnership with artist Russ Jones.
The statement reads: ‘Jones… has created twenty-one mirrors featuring comments from Topshop’s army of loyal fans. With such an outpouring of love, cherished memories and dreams for the future from fans, there could only be one response from Topshop, “We Missed You Too.”
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‘Putting its money where its mouth is, Topshop isn’t just rewarding its loyal following with recognition it’s also gamifying the installation, turning it into a bold treasure hunt to find the ultimate prize: a £1,000 voucher for Topshop.com and exclusive access when the site launches later this year.’
And if you were expecting more, don’t be too disappointed.
Earlier this month, Topshop posted a video featuring London Mayor, Sadiq Khan, sharing his memories of shopping at Big Topshop with his daughter. The brand captioned the post ‘Dear @sadiq Give the people what they want…’
It seems they’re playing their cards close to their chest, but Topshop’s global director of marketing, Moses Rashid, has hinted that there’s more to come: ‘This is just the beginning — keep watching this space.’
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