Intu turns over a new leaf this season
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intu is seeing in the new season’s fashions in high-flying style as it collaborates with distinguished print designer Celia Birtwell.
Celia Birtwell has created an exclusive intu Jacobean print as part of intu’s autumn/winter 2015 fashion campaign, ‘Turn over a new leaf.’
The designer print has been transformed into a flowing gown by Manchester School of Art graduate and 2015 Fashion Innovation Award winner, Hannah Sykes. The dress formed part of the campaign launch at intu Trafford Centre, where an aerial artist, suspended at thirteen metres from the top of the Main Dome, showcased the dress and exclusive print.
Roger Binks, customer experience director of intu, said: “We’re marking this new fashion season in style. When it comes to designers, few carry more weight than Celia Birtwell. We are absolutely delighted to work with her to create this stunning print, and provide our customers with a compelling experience – one that they won’t forget.”
It’s the first time that intu has collaborated with a fashion designer to welcome in the new season’s fashion nationally. Customers can get their hands on their very own limited edition Celia Birtwell tote bag through in-store competitions, online and via gift card promotions and many of intu’s customer service employees will be seen wearing the print in the form of a scarf, as part of their uniform.
As well as this national launch with Celia Birtwell, all intu centres will treat customers with a mix of fashion shows, pop up catwalks, personal shopper experiences, ‘win your winter wardrobe’ competitions, Q&A sessions, designated shop-zones and a whole host autumn/winter stylist tips available through the website, which retailers can get involved in.
