Emporium, Melbourne’s gleaming new fashion palace, adds another major brand to its growing roster with the opening of Topshop’s flagship Melbourne store today. The leading London brand has opened after much anticipation, and is unlikely to disappoint its fans.

Spreading Topshop and Topman over three levels from sportswear to jewellery, evening wear to underwear, all bases are covered. The slick white interior showcases clothes in a bright colour palette, with tropical prints and youthful references, but has an eye on customers of all ages.

The British institution has trailblazed in international retail with a global expansion over the past few years, and its Melbourne manifestations in South Yarra, Highpoint and now the CBD, have not been exceptions.

Adding another name to Melbourne’s recent influx of fast fashion (Zara, H&M, Uniqlo and soon COS), Topshop’s delivery of up-to-the-minute style, glossy branding and affordable price points will most likely be a hit with shoppers and a sore point with critics, particularly Melbourne’s small retailers and designers.

Topshop brings fierce competition to Melbourne’s rapidly expanding fast-fashion sector, and is sure to provoke the retail landscape in was both positive and challenging.

Doors open today at 10am.

Topshop Emporium
287 Lonsdale Street, Melbourne
Emporium Shopping Centre
(03) 8672 9300