Anwar Hadid and Presley Gerber join fellow models Birgit Kos, Dilone, Adonis Bosso, Sofia Mechetner, Duckie Thot, and Cara Taylor in the campaign, which is called “Topshop IT”.
The campaign aims to encourage individuals to channel their personal style. This is the brand’s first joint ad campaign, launched this month. Photographed by Daniel Jackson, the campaign was shot in New York, letting the models express themselves through their choice of clothing.
Just to point out: Anwar is Gigi’s and Bella Hadid’s bro, and Presley is Kaia’s sibling.
“For our creative approach, we wanted to bring the brands to life. Topshop IT is a celebration of what makes us unique, championing our customer’s individuality, exploring what fashion means to them and how they style our pieces to express themselves,” said David Hägglund, creative director, Topshop Topman. “It is eye-catching, full of vibrant color and has a youthful spirit. We will be using video, photography and music across high-impact billboards and digital channels, pushing boundaries to make this a truly 360, global campaign.”
The company added that the idea for a joint campaign stemmed from the businesses “becoming increasingly integrated with a shared footprint and brand spirit. It felt like a natural move to bring the brands together for this major moment. Going forward, we will likely undertake a combination of solo and joint initiatives and campaigns.”
The campaign will be focused on the U.K. home market and appear on digital screens in locations including Shoreditch High Street and Oxford Circus station in London, and in Victoria Square in Belfast, Northern Ireland.
There are also plans for wild posting and for a roll-out across social platforms such as Instagram, Facebook, Pinterest and Snapchat. Topshop Topman is also working in conjunction with global partners such as Nordstrom and Zalando to amplify the campaign in top markets.
Items from Topshop IT are available in Topshop and Topman stores worldwide and online.