If you go back a decade, Topshop was an absolute must for all young Norwegians on a weekend trip to London. Like most other retail giants, however, they eventually felt how online shopping was breathing down their necks. In 2019, the chain closed all its American stores.

The fact that owner Philip Green was accused of sexual harassment did not help Topshop's reputation either.

Even before the pandemic became a reality, it was over and done for all the Scandinavian shops. In November 2020, it was reported that Topshop was on the verge of bankruptcy. The fierce lockdown in Great Britain unsurprisingly affected business. The Sunday Times wrote that the management of Arcadia Group had plans to put the company under administration, as it is called. Shortly after, the group issued a statement in which they refuted the whole thing.

But it certainly didn't go brilliantly. In January 2021, Topshop's flagship multi-story cream location on Oxford Street closed down. Then the online giant ASOS bought the chain. Now they were to live online.

But since then, it has been quiet.

This autumn, however, Topshop is back.

British Vogue can report that ASOS will now give the British clothing chain a real vitamin injection. With a new DNA aimed at generation Z, a new logo, a new design team, and a completely separate section on the front page, the hope is to make Topshop relevant again.

The era of brick-and-mortar stores, runway shows, and celebrity collaborations seem to be over for good. For now, Topshop will only exist online.

Instead, in 2022, the focus is on inclusion and diversity.

Now they will offer larger sizes in a completely separate curve line. In addition, they have set themselves high sustainability targets.

- This is a completely new chapter. We want to bring love and passion back to Topshop and Topman, explains ASOS head of commercial design, Vanessa Spence according to British Vogue.

Fashion journalist Alice Newbold at Vogue is still not entirely convinced.

- Kids raised around the turn of the millennium cheer for this somewhat forgotten fashion giant. But it's a packed market now and after all, we've seen Topshop struggle once before.