Intu collaborates with Celia Birtwell on fashion campaign
Birtwell, who has worked with a number of major fashion houses including Valentino, has created an exclusive Intu Jacobean print for the shopping centre operator.
The print has also been transformed into a special 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 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.”
Customers are being offered the chance to get a limited edition Celia Birtwell tote bag through in-store competitions, online and via gift card promotions. In addition, many of Intu’s customer service employees will be seen wearing a scarf featuring the print as part of their uniform.
As well as the national launch with Celia Birtwell, all Intu centres will be organising a range of activities as part of the campaign including fashion shows, pop-up catwalks, personal shopper experiences, ‘win your winter wardrobe’ competitions, Q&A sessions, designated shop-zones and a range of autumn/winter stylist tips available through intu.co.uk.
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