Westfield believes a collaboration with Hollywood designer and stylist Rachel Zoe in which websurfers will style models online before sending them down a real fashion runway in the real world is a world first.
Westfield StyleStream, billed as an “integrated online and live runway event”, runs from November 14 to 16. Shoppers on westfield.com.au can showcase their styling prowess to the nation by choosing a key summer fashion trend and styling an outfit head to toe from garments and accessories sold on the site.
Over 800 shoppers will be selected to have their look shown on a real life model, on a real life runway which is located at Westfield Sydney and simultaneously live streamed on westfield.com.au.
Rachel Zoe, described as a designer and stylist to Hollywood’s A-List, will collaborate with westfield.com.au as Special Guest Stylist and help judge the best looks of each day. The shopper judged the ultimate stylist will win an all expenses paid trip to LA for a styling workshop with Team Zoe. Rachel will also appear in a live-streamed press conference on November 14 and will create an on-line video series exclusive to westfield.com.au that will showcase Australian fashion.
Zoe has become a fashion authority by promoting her signature style and voice with the launch of her own ready to wear and accessories retail collection, media empire with three daily newsletters, New York Times bestselling book, TV series, and media appearances. The fourth season of her popular reality TV show ‘The Rachel Zoe Project’ is currently airing on Foxtel.
Robert Jordan, MD of Westfield Group Australia and New Zealand said it was exciting to partner with Zoe in a project that would allow shoppers to style a look and share it with friends before they buy. This, he says, highlights the way people like to shop and engage online.
“The event will also showcase the depth and range of fashion brands and merchandise available on westfield.com.au, from Australian designers through to high street and surfwear brands.”
In conjunction with the Westfield StyleStream event, westfield.com.au will introduce for the first time The Designer Collection – a selection of leading Australian designer brands including Sass & Bide, Ksubi, Ginger & Smart, Dion Lee, Alex Perry, and Ellery.
Curated collections from these designers will be offered in ‘pop-up boutiques’ on westfield.com.au. All of The Designer Collection stores will be offering free shipping during their introductory period.
The westfield.com.au real life runway will be located on Level 5 at Westfield Sydney for the duration of the event. Westfield Sydney shoppers will have the opportunity to sit front row at the runway between 12pm and 4pm on the November 15 and 16 to watch this unique event in person and see how it is livestreamed to the nation. Westfield Sydney shoppers can also watch StyleStream livestreamed from the StyleStream hub located on level 2.
Said Zoe: “IStyleStream is a world first, exclusive to westfield.com.au. I love it because it allows shoppers to decide what they want to see on the runway. I have witnessed a lot of change within the fashion industry throughout my career, but nothing quite as innovative as this – fashion has never been this fast before – it’s so exciting.”
Shoppers can start to style and submit their looks from now until November 16 on westfield.com.au.
westfield.com.au, which launched in April, offers more than 130 stores and over 3000 brands on the one site, with a single checkout.
Footnote: Join the conversation ‘@style_stream’
