Topshop and Topman in Stranger Things deal as they tap into Netflix youth appeal

Fashion and thrills. Topshop/Topman is collaborating with Netflix for the much-anticipated second TV series of Stranger Things, released in the UK on October 27.

The 80s-set supernatural thriller, which stars Winona Ryder in a successful comeback and teen actors Millie Bobby Brown, Caleb McLaughlin, and Gaten Matarazzo, is the inspiration for a 28-piece capsule clothing and accessories collection, launching October 20.

The range includes graphic tees and will be promoted with major Stranger Things sets in Topshop/Topman stores in London, Birmingham, Liverpool and Manchester in the run-up to Halloween.

In the flagship Oxford Circus store there will be the Hawkins Lab, the wooded den created by the main character Will, and the Upside Down – the alternate dimension featured in the show.

An area will also be set up to watch two episodes the night before its debut on Netflix.

Topshop described the collaboration as a “360 relationship” fusing fashion, culture and entertainment.

“We’re always thinking about how we can create an experience,” Sheena Sauvaire, director of marketing and communications at Topshop, told the Guardian. “Stranger Things has cultural relevance and its very much a part of the zeitgeist.”

Sauvaire added that the in-store takeover plays to the Topshop customer’s obsession with retro styling right now, and in particular the look of the Stranger Things characters.

The first series of Stranger Things was a major hit for Netflix, watched by 14.07m adults aged 18-49 in the first 35 days after it was released. And Topshop is not the only fashion brand to be inspired by the show, earlier this month at Paris fashion week, this t-shirt (below) became one of the most buzzed about pieces of the Louis Vuitton collection, proving the endless appeal of the TV show.



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