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Sian Roberts

Creative manager, Topshop Oxford Circus, aged 30

Does Sian Roberts have the dream job? She certainly believes she does as creative manager of the Topshop flagship at 214 Oxford Street and at the Topshop concession in nearby Selfridges.

Roberts started her career in in-store visual merchandising in 2001 at Oasis on London’s Regent Street. After travelling the world, she moved away from visual merchandising to take on a store management role at Karen Millen in Covent Garden. She then returned to visual merchandising by joining the Topshop creative team seven years ago.

Her creative team roles have included supervisor and assistant manager, gaining promotion to creative manager late in 2008. She now has a team of 19 people working with her.

Working on all the in-store concepts and installations, as well as on three of 214’s four massive windows, Roberts says: “I’ve literally got the best job in the world. We’re constantly reinventing the look of the store, from changing 200 to 300 mannequins and busts every week, to the major seasonal changes, plus Fashion Weeks, Christmas and special installations - it’s continuous.”

And her favourite installation? Roberts recalls the “blood, sweat and tears” of the store relaunch in 2009, before carefully choosing a concept that included a classic car as the centrepiece. “It was very testing to do. I sourced the car, but then we had to strip out the engine to make it lighter, and get it through the store to the ground floor location before adding the installation of mannequins.”

Roberts’ ambitions are firmly set within Topshop, where she has her eye on the creative director’s role.

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