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Westfield confirms latest ‘in house’ designer

pageantWestfield have announced clothes designer, Pageant, will take up its ‘InHabit’ retail space, in the lead up to Virgin Australia Melbourne Fashion Festival (VAMFF).

Pageant, last year’s winner of the Tiffany & Co national designer award, will take up Westfield Doncaster’s InHabit, a standalone retail space that allows designers who are not otherwise represented within Westfield shopping centres.

The designer will occupy the space between March 10-13, with the VAMFF taking place in Melbourne between March 7-13.

This year marks the 20th year of Westfield sponsoring the VAMFF, with the centre asserting the pop-up space gives designers the opportunity to venture into bricks and mortar spaces. Pageant’s InHabit tenancy marks their first venture into having a physical store.

“We are very excited about our InHabit initiative at Westfield Doncaster,” Pageant designers Amanda Cumming and Kate Reynolds told Inside Retail. “The space appeals to us as it is a stand alone retail experience and has a fantastic location within the centre.”

We have executed small ‘pop up’ store type initiatives in bricks and mortar retail spaces before but this will be the first in-centre presence for the brand,” said the designers. “We are hoping to open a permanent store in the future, as we would love to create a world for our customer base to engage in.”

Pageant will display their first trans-seasonal collection titled ‘Fervour’ in the temporary space. The designer has plans to grow their brand domestically before venturing into international markets.

“Each season we are working with the global market in mind with focusing on producing trans-seasonal selling collections,” the designers said. “We aim to grow the brand domestically through strengthening our distribution and brand awareness with product collaborations and special projects, which help to gain a wider audience reach.“

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