Westfield expands pop ups


westfield-designers-fashionWestfield is sponsoring three Australian fashion labels in lead up to Sydney’s Fashion Week next month.

The shopping centre group is backing Dion Lee, Romance Was Born, and We Are Handsome for Sydney’s Fashion Week next month.

The undisclosed sponsorship sums will be put towards the designers’ runway shows or presentations at the fashion festival.

The shopping centre group is also expanding the pop up fashion concept currently enacted in its Westfield Sydney basement.

The retail space, InHabit, will launch in August 2014 and will see multiple Australian fashion designers take on short term leases.

Peter Leslie, director of leasing, Westfield, says the deals are in response to the changing nature of fashion retail.

“We want to embrace the evolution of this industry by providing opportunities that will foster established and emerging Australian fashion talent.”

Westfield’s sponsorship of the three designers will see various instore promotions in the lead up to Mercedes-Benz Fashion Week Australia 2014.

Westfield Sydney and Westfield Bondi Junction will receive film installations featuring the designers for two weeks surrounding the event.

Romance Was Born is a cult independent Sydney-based fashion label that has previously collaborated with Disney.

We Are Handsome is known for its digital prints, streetwear, and swim, whereas Dion Lee produces high end women’s clothing.

Cue acquired Dion Lee in mid 2013, and the brand has since opened its first boutique in Sydney.

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