Topshop's Latest Runway Collection Is Selling Out Fast

There ain't no party like a Topshop party — and this latest Topshop bash was pretty freaking fun.

Referencing Danny Boyle’s The Beach, Ibiza, Manchester nightclub The Hacienda, and the Western Indian state of Goa, the brand's Unique collection welcomed show-goers into a digitized rave culture — worn 41 different ways. Lily Donaldson opened the presentation wearing a baggy silk sweatshirt with “Happy WKNDR Forever” written across the front, styled with striped pajama-style trouser — and that was just the beginning. What followed was a stream of blue PVC miniskirts, chain-zip collars, dresses with cut-outs across the chest, and green faux fur trimmed jackets. Mushrooms and peace signs were pinned to heavy-duty tie-dyed sweatshirts with drawstring hoods and fuzzy metallic stars were sprayed onto strapless dresses. Floral skirts clashed with jumpers reading “insomniac” backwards, and zoomed-in daisies took over a chunky knit worn by current campaign star Lily Jean Harvey. Party or not, these clothes are ones meant for a good time.

Though the clothes were certainly marketable, it was the casting that truly brought the collection to life. From the aforementioned Lilys, to It girls like Adwoa Aboah, Lineisy Montero, and Alanna Arrington, to famous last-namers Lottie Moss (Kate's little sis) and Sistine Stallone (Sylvester's daughter), the fast-fashion retailer sought to not just capture the attention of, but to appeal to, its consumer: the millennial (and Generation Z) woman. Plus, with its "see now, buy now" capability (first introduced last season) increasing to 50%m the collection accomplished just that — because what more does today's youngest want than immediate accessibility and purchasing power (rather than waiting, say, six months to actually buy something). And with a majority of pieces selling out within just a few hours (though some are still available ahead), we'd say that’s the type of influence (and relevance) any brand can hope to get.
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Photo: Courtesy of Topshop.
Topshop Aster Dress by Unique, $420, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Redford Anorak by Unique, $590, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Lindbergh Pullover by Unique, $475, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Redford Jacket by Unique, $450, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Beale Regatta Blazer by Unique, $475, available at Topshop; Topshop Beale Mini Skirt by Unique, $160, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Aster Dress by Unique, $420, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Margot Funnel Neck by Unique, $160, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Margot Polo by Unique, $160, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Deluca Blouse by Unique, $330, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Raleigh Blouson by Unique, $700, available at Topshop; Topshop Rayleigh Mini Skirt by Unique, $380, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Evelyn Blouse by Unique, $270, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Tiller Shirt by Unique, $200, available at Topshop; Topshop Hutton Shrunken Blazer, $475, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Duvall Shirt by Unique, $250, available at Topshop; Topshop Alice Mini Skirt by Unique, $650, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Tiller Shirt Dress by Unique, $280, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Tiller Shirt by Unique, $200, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Ari Jumpsuit by Unique, $450, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Margot Long Sleeve Crop, $140, available at Topshop; Topshop Aster Skirt by Unique, $300, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Evelyn Dress by Unique, $475, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Aster Polo by Unique, $110, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Aster Blouse by Unique, $230, available at Topshop; Topshop Beale Wide Leg Trousers by Unique, $300, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Margot Long Sleeve Crop Top, $140, available at Topshop; Topshop Hopper Cargo Trousers by Unique, $160, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Calloway Dress by Unique, $380, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Evelyn Blouse by Unique, $270, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Lindbergh Pullover by Unique, $475, available at Topshop; Topshop Evelyn Skirt by Unique, $270, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Alice Dress by Unique, $380, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Evelyn Dress by Unique, $475, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Aster Blouse by Unique, $230, available at Topshop; Topshop Hopper Cargo Trousers by Unique, $160, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Margot Polo Dress, $230, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Deluca Slip Dress by Unique, $560, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Ruby Dress by Unique, $700, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Margot Polo by Unique, $160, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Tiller Shirt Dress by Unique, $250, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Hutton Wide Leg Trousers by Unique, $300, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Rayleigh Blouson by Unique, $420, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Duvall Jumpsuit by Unique, $420, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Ankle Boot by Unique, $250, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Flat Sandals by Unique, $200, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Hi Mule by Unique, $180, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Lexington Belt Bag by Unique, $140, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Lexington Bowl Bag by Unique, $180, available at Topshop.
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Photo: Courtesy of Topshop.
Topshop Lexington Envelope Bag by Unique, $240, available at Topshop.
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