Because it's not a marketing campaign until a handful of influencers have taken to social media to proclaim their love for a brand, Topshop has rounded up a number of fashion famouses to ring in the opening of its new Fifth Avenue flagship on November 5.
The campaign, which launches Friday, features Julia Restoin Roitfeld, Kate Foley, the band Holy Ghost, menswear blogger Adam Gallagher and Hailey Baldwin, who made her runway debut at Topshop's London Fashion Week show in September. According to a rep for the brand, each one was shot in a video in a particular New York neighborhood: Foley in Williamsburg, Holy Ghost in the 'burg and the East Village, Restoin Roitfeld in Chelsea, and Gallagher and Baldwin in SoHo.
The premise of the campaign -- #UNLOCK5th -- is for that the five to share what Topshop and New York mean to them. That kind of heartfelt messaging is a concept Topshop tested out while promoting its collaboration with Kate Moss in April, when Cara Delevingne got on camera to talk about Moss's influence on her growing up.
The campaign is a particularly great get for Baldwin, whose modeling career is just getting off the ground. Topshop is clearly tuned into the buzz power of casting celebrity children-turned-models for the runway. Let's see how it works this time around.