Westfield to Launch Latest Fashion Campaign: Individual Style Starts Here

Live throughout September and October, ‘Individual Style Starts Here’ is built on the insight that no one truly wants to look the same. With 900+ brands, thousands of products and millions of looks, Westfield is in a unique position to own the conversation around unique style but to also facilitate it.

The launch of Individual Style Starts Here supports Westfield’s overarching autumn/winter ‘We Are Fashion’ campaign, which aims to bring the proposition of ‘Westfield curates; you make it own your own’ to life.

The integrated campaign will celebrate individual style through the above the line campaign and in-centre portraiture photographic studio pop-up under the direction of Brendan Freeman, culminating with a public exhibition.

The campaign roll-out will include three phases: inspire, involve and celebrate.

InspirePhase 1 will create buzz around the campaign launch through the release of the ATL imagery shot by fashion photographer, Brendan Freeman and supporting digital initiatives:

– Individual Style Secrets – A short, sharable film featuring the campaign models discussing their individual style and tips. The video will feature on Westfield’s social media channels and website Involve

Phase 2 will invite Londoners to showcase their individual style: – Portraiture Photographic Studio pop-up – Fashion photographer, Brendan Freeman will be capturing portraits of individual style at a one-day pop-up at Westfield London on 12th September. Each sitter will be asked to hold a sign with a word or words that sum up their individual style.

– Models1 Scouting – Participants can either turn up on the day or be scouted by Models1 in advance of the pop-up and invited to attend. Models1 will also be onsite to sign potential new talent to their books

CelebrateThe final phase will see Westfield celebrate individual style with a public exhibition:

50 Faces of Individual Style – An exhibition, open to the public, will showcase portraits from the pop-up that best represent individual style.

Myf Ryan, Westfield’s marketing director UK & Europe, comments: “London is the epicentre of individual style. Walking through Westfield London and Westfield Stratford City, individuality is apparent through the vast fashion retail mix available and the varied style of our customers. With this in mind, we wanted to create a multi-dimensional campaign that our consumers could relate to by celebrating unique and distinctive style. We are really excited that renowned photographer Brendan Freeman will also capture 50 of faces of individual style in our pop up photographic studio.”