Topshop has officially kicked off the first phase of its much-anticipated return with “We Missed You Too,” an interactive art installation and treasure hunt in London’s Soho. The activation, created in collaboration with London-based artist Russ Jones, celebrates the unwavering love from Topshop’s loyal fanbase, marking the brand’s bold comeback.
A Creative Comeback: Art, Fashion, and Fan Voices
Known for his bold mirror installations featuring striking text, Jones has crafted twenty-one unique mirrors for the campaign, each displaying real messages from Topshop fans who have shared their love, memories, and hopes for the brand’s future. The sentiment behind the activation is simple yet powerful—Topshop heard the fans, and their response is clear: “We Missed You Too.”
Topshop isn’t just acknowledging its dedicated following; it’s turning the experience into an interactive treasure hunt. Hidden among the installations is the ultimate prize: a £1,000 voucher for Topshop.com and exclusive early access to the site when it launches later this year.
How to Play: A Fashion Hunt Across Soho
For those already following Topshop on social media, the first clue is waiting in their DMs, putting them a step ahead in the game. Fans can explore Soho, hunt for the mirrors, and uncover the next steps to winning the top prize.
Moses Rashid, Topshop’s Global Director of Marketing, said:
“We’re excited to see the love for Topshop and Topman on social media. Supporting local talent, sharing the stage with creatives, and bringing London’s unique energy to our fans has always been part of Topshop’s heritage. This activation, featuring the hugely talented Russ Jones, is our way of giving back in a truly Topshop way. Our fans are at the heart of everything we do, and ‘We Missed You Too’ is a perfect example of that; by involving our loyal followers, we’re not only celebrating their passion but also creating the kind of memorable experiences that have always been so important to why people love Topshop. This is just the beginning—keep watching this space.”
