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EXCLUSIVE: Topshop New York preview

The long-awaited Topshop in New York will open tomorrow. Drapers had a sneak preview of the store last night.

Located on Broadway in the SoHo area of lower Manhattan, Topshop New York has four selling floors, three for Topshop and a basement level for Topman, and features a new-look interior designed by London Consultancy Dalziel + Pow.

Strong reference is made to the British nature of the brand with the exterior displaying punk-style Union Jack posters on which a black and white image of Kate Moss has been super imposed. The theme is carried into the interior with a store-high graphic in the escalator well including icons such as the London Eye, red buses and signs for Regent Street.

The ground floor carries clothing and accessories with a strong emphasis on visual merchandising, a DJ balcony at the rear of the shop and a lounge area with white leather sofas that trades upon the brand’s UK heritage with liberal use of the Union Jack.

On the first floor there is a Kate Moss boutique, a Moto denim shop plus knitwear and swimwear, while the top floor of the shop is predominantly devoted to footwear with a “Shoe Lounge” and a lingerie department. This floor also has a substantial footwear concession run by footwear chain Office.

In the basement, Topman has a designer area, with red-painted walls and makes up around 25% of the store’s overall footprint.

Throughout the Topshop New York shop, strong reference is made to the British nature of the brand with the exterior displaying punk-style Union Jack posters on which a black and white image of Kate Moss has been super imposed. The theme is carried into the interior with a store-high graphic in the escalator well including icons such as the London Eye, red buses and signs for “Regent Street.”

Among the opening promotions are a “limited edition Cool Britannia” t-shirt for shoppers spending over Story text00 (£69.50), as well as the chance to win a trip to London Fashion Week.

Topshop in New York was originally planned to open in October last year, but was hit by delays.

Currently, Topshop has not confirmed its wider US expansion plans, but local media reports are suggesting that a second store may open in Manhattan and that this may be followed by branches in Miami, Los Angeles, Las Vegas and Boston.

Drapers will bring you more images, video, shopper reaction and commentary from Topshop New York over the next few days. Make sure you sign up to our free daily newsletters to keep up with the action.

Kate Moss for Topshop

Separately Kate Moss’ ninth collection for Topshop will debut in stores tomorrow.

The collection is dominated by dresses and features white cotton sun-dresses, printed tea dresses and embellished flowing chiffon dresses, alongside elegant evening styles, such as a black sequinned mini dress.

A dramatic black suede biker jacket adorned with painted and embellished feathers around the neckline is a punky take on the safari trend. Snake-skin printed drummer-boy hotpants are given a tough edge in a gun metal shade, a khaki bandeau playsuit has a silver shimmer and simple jersey t-shirts are emblazoned with leopard prints.

Moss has also introduced lingerie for the first time. A black lace bra, knickers and body set is sexy yet soft and feminine, alongside a set in floral print, also used on several of the dresses.

Moss has also collaborated with Liberty for the first time to launch a capsule range of seven pieces. The range is based on three iconic prints taken from the Liberty archive and reworked by Moss alongside the label’s design team.

Moss said: “I love wearing prints, particularly in summer and they’ve proved a real hit in my past collections. Whilst researching the spring range we looked at loads of old prints and most of my favourites originated from the Liberty archive. Collaborating with the print studio was an amazing experience, the team are so knowledgeable and were very open to my ideas. The capsule range features original colour combinations exclusive to my spring collection.”

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