Designer-for-Less at Top Shop
Announcing the Launch of Danielle Scutts Denim Capsule Collection
This successful high street chain, which sees the launch of its first Top Shop store in New York later this year, is popular for its high-street fashions which pass muster for high-end labels and its “designer-for-less” philosophy.
June 2nd, 2008 saw the launch of a new designer collection from British designer 26-year old Danielle Scutt, with her signature statement sexy designer denim and second-skin leotards. According to Scutt, in an interview with Women’s Wear Daily (WWD), her collection “focuses on classic, key denim features mixed with prints of iconically aggressive animals on effortless silhouettes.”
Daniell Scutt For Top Shop
Having graduated from Central Saint Martin’s in 2005, Scutt has won a number of awards including Lancôme’s Modern Femininity and Chloé's award for Best Designer. She is now on her 3rd season at London Fashion Week and her affordable denim range at Top Shop is a 10-piece capsule collection which includes skinny jeans, a denim pencil skirt, a bomber jacket, quirky T-shirts and sexy leotards, all with a fierce vixen look. With her label being priced at around $75 for a designer denim bomber jacket and £45 for a sleek, spray –on skirt, Top Shop are expecting a rush for the rails. Scutt’s faith in denim is supported by her belief that it provides a cool, effortless statement that not all fabrics can achieve. This is designer-for-less, which is bang on-trend at a reasonable price.
Vogue.com categories her designs as fearless-yet-fun, reporting that A-list fashion icon Gwen Stefanie is one of Scutt’s biggest fans. According to Vogue, "Scutt’s fan base is growing at a rate of knots in New York and LA, where she has recently secured several large stockists.”
Top Shop Store to be Launched in New York
Top Shop made its first foray into the U.S. market last year, and currently sells a range of its clothing at Barney’s. According to the Telegraph’s article of 20 May 2008, "Kate Moss for Topshop," October 2008 is touted as the launch date of its flagship New York store, with Sir Phillip Green’s Arcadia Group (who owns Top Shop) hiring heavy-weight PR and events company KCD to handle the opening. Says Suzy Menkes, in her article for the International Herald Tribune, February 13 2008, " Top Shop Signs Deal In New York," the site will be in "the fashion savvy area of Manhattan's Soho."
Until such time, New Yorker’s like the rest of us can purchase her collection from Top Shop online, which ships internationally to selected countries (Australia, Europe and the U.S.A) and now, conveniently, accepts PayPal.
Kate Moss for Top Shop
Famed for its designer looks at high-street prices, Top Shop’s existing high profile collection, Kate Moss for Top Shop has put them firmly on the global fashion map. During the launch of Moss’s first collection in May l2007 the chain took over £3.5 million in its first week, with thousands of shoppers queuing up to purchase items from Kate Moss’s exclusive collection. When Kate Moss's range finally went on sale at New York's Barney's last year, according to the Daily Mail's, "New Yorker's Desperate for a Piece of Kate Moss," shoppers went to great lengths to get their hands on this British icon's collection that they weer even ripping clothing of store mannequins, "in a bid to secure Moss's sought after designs."
Spurred on by the success so such collaboration, the Moss Collection provided Top Shop with the inspiration for its new designer-for-less philosophy, and the launch of Scutt’s 10-piece range — Danielle Scutt for Top Shop.
