VOLUME 19 OCTOBER EDITION 2015
Scentre Group,
Westfield Court
Sassy "My Style"
Generation with
"Today, I Am"
Fashion Campaign
Style ambassadors Kelly Osbourne
and Lara Worthington front the
Scentre Group's spring/summer
campaign for Westfield malls in
Australia and New Zealand
There are two established camps in
fashion marketing: those who defer
to style experts’ guidelines and those
who believe that everyday customers
know best what’s in and what’s out.
The Scentre Group recently created
its own faction with the “Today, I
am” spring/summer campaign for
Westfield malls in Australia and New
Zealand. Its story-branding premise
is that style is not so much about
expertise, but about self-expression,
regardless of who you are.
Westfield style ambassadors Kelly
Osbourne and Lara Worthington
make the case through a series of
short personal video narratives
that promote self-acceptance and
self-indulgence in fashion that
represents how they feel and what
they’re experiencing on any given
day. That, in turn, inspired seven
Westfield-curated collections that
complete the phrase, “Today, I am…”:
Fearless, Free Spirited, Natural,
Nocturnal, Nostalgic, Rebellious
(for the men’s collection), and
Relaxed. From there, Westfield was
able to make an easy connection to
Westfield.com.au, its searchable mall
featuring more than 220,000 products
from well-known brands alongside
editorial spreads that include articles,
photographs, and videos that brands
have contributed.
David Jones is among those brands
championing self-expression through
fashion. Titled “David Jones: It’s in
You”, its piece introduces the label’s
own seasonal campaign with inserted
videos that celebrate human traits
like Confidence, Courage, Power, and
Swagger. Label SABA, meanwhile,
focuses on its urban Melbourne roots
and vibe. All of their promoted looks
are linked to product pages that let
shoppers know where to find them,
Continued on page 4…
UGG Pops Up in
San Francisco
page 3
Mapleview Muse
page 6
#FashionSanta
page 12
Fashion Goes Digital
page 16
Malls Fight Bullying
page 20
Anthropologie's
Offline/Online Plan
page 21
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