Topshop Australia has tapped into one of the biggest retail trends for its latest store launch.
To mark the opening of its Emporium (Melbourne) store, Topshop Australia has appointed a series of brand ambassadors.
A number of retailers have opted for a similar strategy in Australia this year, including Sportscraft and Uniqlo.
Topshop brand ambassadors include SeeWantShop blogger Lisa Hamilton, author and columnist Zoë Foster Blake and musician Nathaniel Willemse.
They will join "friends of the brand" actor Isabelle Cornish, menswear blogger Luc Wiesman of D’Marge and actor Sean Keenan to mark the store opening.
The 2,732sqm store will be the largest Topshop Topman store in the southern hemisphere and marks its third Melbourne store.
The Emporium store will house counter-seasonal trends in line with northern hemisphere counterparts in London, New York and Los Angeles.
Weekly deliveries of product are scheduled to keep up with demand.
Topshop brand ambassadors have produced a ‘love letter’ to the city as part of the partnership.
An exhibition will be hosted across all three Melbourne Topshop Topman stores, featuring a mix of static and digital imagery.
Events for shoppers will include line-buster competitions, early bird entry a pick-up service in partnership with Mini Cooper Australia.
Ambassadors and friends of the brand will also produce social media content around the new store opening.
All six ambassadors and friends of the brand will attend the media preview on July 24.