Westfield teams up with Hearst UK to launch new fashion and beauty event
Shopping centre operator Westfield is to host two weekends of live fashion and beauty in partnership with Hearst UK’s Cosmopolitan, ELLE and Esquire magazines.
‘On Trend: Your new season edit’ will take place in Westfield London from 15 to 17 September and Westfield Stratford City from 22 to 24 September.
The event will include a curated beauty pop-up by ELLE where guests will be able to experience the brand via interactive beauty and wellbeing displays. Cosmopolitan will also be brought to life via various beauty stands. In addition, Esquire will invite guests to experience a curated collection of Esquire approved treatments and grooming activities.
Live runway catwalks will feature every hour on the hour and guests will be able to access an interactive digital ‘shop it now’ product collection via Westfield’s Product Search service. In addition, lead partner Dyson will be showcasing the Dyson Supersonic hairdryer at its complimentary blow dry bar. Guests will be able to select hair trends directly from the catwalk as created by Dyson, and get tips on how to achieve the styles at home.
Meanwhile, official drinks partner Bottega will host a pop-up gold bar at Westfield London which will be selling the brand’s Bottega Gold Prosecco and offering complimentary samples during the catwalk displays at both centres. Other brand partners include DS, Next, Missguided, Accessorize, Monsoon, House of Fraser and Primark.
Westfield’s chief marketing officer Myf Ryan said: “Fashion fuels much of our in-centre traffic, with shoppers looking to be inspired and engaged via our vast and eclectic collection of retailers. With so many retailers and stores to choose from, we are pleased to be able to borrow the creative eye of three of Hearst’s biggest brands to curate the collections and showcase how to wear the latest looks. What’s more this partnership provides an immersive, inspiring and immediate experience, with fashion finds purchasable directly from the runway.”
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