Topshop's new marketing direction sees model newcomer in SS17 campaign

By

Sandra Halliday

Published
Feb 2, 2017

The UK’s Topshop has unveiled its spring/summer 2017 campaign images with 17-year-old Brit model Lily Jean Harvey fronting the campaign.

The use of Harvey is a change of direction for the fashion retail giant with the model being a relative unknown, despite being listed as one to watch by Vogue last autumn. She goes against the current trend for using celebrity offspring or models with massive social media reach (she has fewer than 2,000 Instagram followers).

But Topshop creative director Kate Phelan said: “Finding an unknown girl to call our own is so exciting. [She] has star quality; she’s a real, natural beauty and a completely new face for a new season.”

Ads

Harvey, who has has previously been used by Miss Vogue, has an on-trend look with Brooke Shields-style heavy eyebrows. She was used by Topshop for its Unique catwalk show during London Fashion Week last September.

The new campaign was shot by Clara Balzary and Stef Mitchell in both Los Angeles and London and features a selection of new-in casualwear pieces in LA and dressier daywear on London’s streets. There is also a campaign video in 30- and 60-second versions.