It's about as secretive as a fart in a lift. Topshop has embraced the pop-up shop trend and created a Secret Store in the Oxford Circus and New York flagship stores. The shop 'popped up' today and
will feature a host of new designers as well as some 'fashion favourites' from last year (stock they couldn't shift?).
Madelaine Evans, head of buying at Topshop says, "We're thrilled to be the first high street store to introduce a pop-up concept space of this nature. It's an exciting project for Topshop and I hope it will surprise and delight customers both old and new."
The Secret Store will feature a number of Topshop designers, including Meadham Kirchhoff, Nasir Mazhar, Maria Francesca Pepe, Emma Cook, Ann-Sofie Back, Michael Van Der Ham and Pamela Love.
"It's a great opportunity for the designers we collaborate with to produce something unusual that they've not done before," adds Evans. "A chance for our in-house design team to let their imaginations run riot."
Topshop's marketing wonks promise that there will be a plethora of 'secret surprises' in store for customers who venture along to the gimmick. If you go, do let us know whether it was as amazing as the hype.