Model, businesswoman, entrepreneur and philanthropist. Why the casting of Karlie Kloss ensures success for Topshop.
Topshop has pulled out all the stops for its newly-launched global spring/summer campaign. How so? Step forward supermodel and media darling Karlie Kloss with the fashion retailer describing her as a “true role model in today’s technology-fuelled, socially-networked world”.
The commercial collection is featured in a series of images shot in New York by Tyrone Lebon and styled by Topshop creative director, Kate Phelan.
The campaign will cover stores, advertising, online and social media worldwide.
Phelan said: “It is thrilling to have Karlie back, eight years after her first modelling job and first Topshop campaign alongside Jourdan Dunn.
“She is the ultimate Topshop girl and modern super – a world-renowned fashion figure, businesswoman, entrepreneur and philanthropist who will resonate with our global customers.”
“It’s interesting that Karlie has been chosen as the new campaign face for Topshop. It definitely speaks to the All-American Girl aesthetic that Topshop set up with Gigi Hadid last season as the face of AW15.
Personally though, I do long for the days when Topshop was known globally for its risk-taking, dynamic British fashion with British heritage models like Kate Moss or Jourdan Dunn flying the flag,” says Laura Yiannakou, WGSN Womenswear Associate Editor.
“That said, I really support the idea that Topshop is choosing someone who is an entrepreneur as well as a model, to inspire its consumers. Kloss produces her own line of gluten-free cookies called Karlie’s Kookies, with proceeds going to the charity FEED, plus she partnered with a company to create a coding bootcamp based in New York City called #KodeWithKarlie.
For Topshop, whose consumers are Millenials or Gen Z rising social media stars and entrepreneurs, Karlie is a great role model. Also you can’t deny the power of Karlie’s incredibly strong social media footprint either, 3.8 million followers and counting,” adds Laura Yiannakou.
STAY UP TO DATE: You want the need-to-know news, right? Our journalists deliver a daily curation of the most important industry happenings. Sound good? Join WGSN.