Many popular fashion brands on the British high street are seeing renewed success thanks to talented female designers. Jacqui Markham, who previously worked at Topshop and Asos, has joined Whistles as creative director. Maddy Evans is now head of womenswear at Marks & Spencer, while Clare Waight Keller has moved from Givenchy to Uniqlo. Cos continues to thrive under the leadership of Karin Gustafsson.
These designers have helped their brands attract attention, sometimes even going viral. In 2025, Uniqlo’s red socks and Cos’s barrel-leg trousers were among the most searched fashion items online. Whistles hopes Jacqui Markham can revive the brand’s popularity, as it was once a major name in the 2010s. Leaders at the company believe that women designing for women makes a big difference because they better understand their customers' needs.
Another well-known brand, Topshop, is making a comeback after closing its stores in 2021. A new pop-up store is opening soon, and fans are excited. However, fashion experts warn that brands cannot rely on nostalgia alone. They must also evolve and offer new, relevant styles while respecting their past success.
Vocabulary:
• high street (noun): the main shopping street in a town, where many stores are located
• creative director (noun): the person who leads the design and artistic direction of a brand
• viral (adj): something that spreads quickly online, especially on social media
• barrel-leg trousers (noun): a type of pants with a wide, rounded shape
• pop-up store (noun): a temporary store that opens for a short time
• nostalgia (noun): a feeling of happiness mixed with sadness when remembering the past
• revive (verb): to make something strong, popular, or active again
• womenswear (noun): clothes designed for women
• fashionable (adj): popular or stylish at a certain time
Source: The Guardian