Where? Topshop, 214 Oxford Street, W1When? 13:25, Saturday
Staff: Brisk. Efficient. Oblivious.
Soundtrack: Cooler-than-thou indie and electro
Fitting rooms: Spacious. Bright.
Where better to start on this tour of the Great British High Street than the centre of the universe – Topshop Oxford Circus. All roads lead to Topshop. This is true geographically (pick any starting point on the edge of London, walk to the opposite side of the city and you’ll probably pass through its 90,000 sq. ft on your journey) as well as in that familiar panicked state of Friday’s what-the-hell-am-I-going-to-wear-tonight? Budget permitting, it is almost always possible to build an outfit from scratch that isn’t just hot but appropriate for whatever engagement you need to dash off to.
But what else do we love about Topshop? That it allows you to take risks with what would otherwise be frivolous but without spending masses of money, for instance the minty green chiffon bolero with ruffles that pile like whirls of whipped cream, wildly graphic silk jumpsuits with sharks graffitied on, or – a vital addition to any girl’s beach wardrobe (because we all have one) – multicoloured crochet knickers.
Picture: topshop.com
Topshop was one of the first major clothing stores to do this – where others dole out much the same collection in different hues year in year out, Topshop, under the influence of former brand director Jane Shepherdson, was always more experimental. By now other high street giants have noticed and are catching up – River Island, Oasis, and the Divided range at H&M are worth watching. It took a noticeable hit when Shepherdson left under controversial circumstances (centring around a certain catwalk model) to transform the formerly yummy mummyfied brand Whistles, though it’s now recovering nicely.
Easy as it is to gush, I must that isn’t what I’m here to do. Here be my actual shopping experience on 214 Oxford Street. The visit It is that awkward time of year, that no-man’s land that goes from February to early April, where it’s still brass monkeys outside but rows of summer dresses and spangled bikinis hang optimistically from many a high street rail. As if the gloomy weather wasn’t enough, we must also be reminded of how far away our holidays are. Perhaps visiting the flagship on a weekend afternoon wasn’t my best-laid plan. It is a known fact that roughly half London’s population make it to the four-floored mode mecca on any given Saturday. Everyone’s under that retail hypnosis though so as long as you are too, the browsing can be harmonious.
Those who can’t switch off are catered for in the new “Edited” lounge, which selects the most streamlined, minimalistic pieces from the pandemonium and lays them out a la boutique on street level for easy lunch hour browsing. Be warned however, for there are more staff than actual customers up here and they’re all on a mission to keep you from touching the clothes so as to keep their display tidy.
But back to the collections downstairs, and Topshop have succeeded in making the 70s seem like something better than it probably was. I was definitely sceptical at first when the first looks of this era were shown, apprehensive of a wholesome hemp-scented Spring/Summer season that doesn’t quite sit with a city lifestyle. Topshop makes it work with sexily loose-knit cardies, flowing printed palazzo pants and cute denim pieces. The look is louche and luxe at the same time.
Picture: topshop.com
And I’m loving that the underwear is merchandised in with the collections.
Service is usually hit and miss – where the cashiers are often brusque and can’t wait to see the back of you, and the staff on fitting room duty are mute and frowning, on one of my visits one lady at the information desk was exceptionally helpful and couldn’t do enough for me when I was after a certain tunic in a different size. She went the distance, calling the Knightsbridge store to check whether they had it. They did. Tunic and I are now very happy indeed.
Purchase? Vintage green vintage cotton sundress from Peekaboo concession
