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.