Source The Guardian · Published · Open the original ↗
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A-listers and AI stylists: how high-street brands are staging a fashion comeback
Gap, M&S, Topshop and more are taking a leaf from luxury label playbooks to satisfy savvier generation of shoppers
High street brands that boomed in the noughties before the squeeze of both sustainably minded consumers and the rise of ultra-cheap online labels are staging a comeback.
This time, rather than focusing solely on trend-led affordable designs, the names familiar to any shopper are courting luxury fashion, A-list collaborations and enhanced services in an attempt to engage consumers.
Think Gap’s new collection with Victoria Beckham. Or Marks & Spencer showcasing a covetable catwalk collection at London fashion week with celebrities including Joan Collins and assorted gen Z Gallaghers in attendance, then making it available to buy immediately, with half of the pieces under £50. Topshop relaunched last year and now has concessions in 30 John Lewis stores, as well as the luxury retailer Liberty.
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