A dozen fashion retailers have signed up for units in Birmingham's Bullring scheme.
CK Jeans, Kooka', Jane Norman, Mikey and Office Shoes have also signed up to Bullring's Street 7, which the developers have targeted at aspirational fashion retailers.
They will be joined by independent northern designer Flannels, which has taken a 695 sq m two-storey outlet near Selfridges.
Morgan, French Connection, Skechers, Fire & Ice and Reiss signed up to Street 7 last month.
Australian surfwear specialist Billabong is to open its second standalone store in the UK on Bullring's Middle Level, where Ciro Citterio, Principles, and Warehouse have also signed up for stores.
Hammerson director of retail leasing Sheila King said: 'We have attracted a whole new generation of style leaders to Street 7. The street-feel atmosphere has attracted a number of retailers not typically associated with shopping centre environments. We have been working with Selfridges to ensure that the mix of branded fashion offered by these latest retailers will complement and lead into the branded designer offer on the same store level within Selfridges.'
The joint agents for Bullring are Cushman & Wakefield Healey & Baker, Jones Lang LaSalle and Lunson Mitchenall.