capsule collection

Decoded Fashion - Weekly Stories - Topshop #BringThatBack
Image source: Topshop’s #Bring that back campaign

British high-street fashion retailer Topshop is marking the launch of its new seasonal Archive Collection this month – a 33-piece capsule range based on its original designs from the 70s, 80s and 90s – with a social media campaign that invites fans to post photos of items they’d like to see revived in the future.

Dubbed #BringThatBack, the campaign gives Topshop fans the chance to influence new pieces that will appear in its next Archive Collection, due to drop both in-store and online in November 2015. To get involved, consumers can upload a selfie with a favourite Topshop piece, or an old photo of an item that’s been lost to either Twitter or Instagram using the hashtag #BringThatBack.

In a move that also shrewdly trades on younger consumers’ penchant for self-promotion, Topshop will subsequently select its favourite images to appear in an image gallery on its Facebook page, as well as posting single looks on its Instagram and Twitter pages, while finalising key pieces for the new collection.

Guest post by Samantha Fox


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