TOPLINE - A Brand Extension of Topshop & Topman

  • Molly Southern

Topline, a brand extension of Topshop and Topman, explores a gap in the market for all genders to enjoy, a collection for individuals to express themselves and feel confident in the clothes they choose to wear. Whether that be females experimenting with more masculine styles or males experimenting with a slightly more feminine look. Topline not only focusses on extravagant and over the top looks, but it will encourage consumers to subtly experiment with more androgynous tones within their style. For a long time, many individuals felt like they haven’t had the confidence to shop in the opposite genders fashion range due to the fear of being judged or missunderstood. Topline changes this, it will become an extension floor space where consumers can feel confident to shop and purchase the fashion statement they’ve always dreamed of. With the launch of a press event, app, website, social channels and look-books, I have created a 360 degree brand extension design and launch for the new brand within Topshop and Topman.

Digital & Promotional Content
Understanding digital marketing and social media is a huge part of the extension, I designed some digital promotional content for Topline to be posted on social channels pre-launch.
Project Proposal

Taking into consideration Topshop and Topman, for another section of the brand extension, I put together a project proposal for the internal purposes of the brand. This explained the objectives, strategy, target audience, tactics, logistical costs and the timeline of Topline.
Topline App, Website & Social Media Design

A huge part of the project was designing and mocking up the Topline digital channels to fit with the brand. I designed an app, suitable for all smart phones, a new Topline website and all social media channels as part of the marketing and promotion of the brand extension.
Topline SS21 & AW21 Collections

Blurring the lines between Topshop and Topman, Topline's collection celebrates androgynous styles and enables all genders to step out of their confort zone in a fantastic enironment. I designed two collections for Topline to be released in Spring Summer and Autumn Winter 2021, as well as look-book designs.
Press Event Launch

For the final part of the brand extension, I created a press event launch. Designing floor plans, invitations, costings and location, this would be the first step in the launch of Topline next year.

Project Tags




    • Fashion and Textiles
  • Graduate Fashion Foundation logo

    Graduate Fashion Foundation

    • Fashion and Textiles