Scentre Group this week launches its annual Spring/Summer 2014 fashion campaign, this year themed “#MostHunted”.
According to the owner of Westfield centres, the campaign “taps into the thrill of the fashion hunt – spying the perfect dress or lusting over a great pair of shoes or a handbag, before tracking it down and finally taking it home”.
The #MostHunted integrated campaign includes a one minute fashion video featuring a group of international and local fashion influencers, bespoke editorial on the new westfield.com.au website, custom publishing, incentre experiential, digital and print advertising, and is supported by a national social media and publicity campaign.
The group is led by US fashion commentator and Westfield style ambassador, Giuliana Rancic, along with 11 Australians including models Bambi Northwood-Blythe and Grace Simmons; model twins Zac and Jordan Stenmark; Westfield Miranda ambassador, Cheyenne Tozzi; DJ/designer/entrepreneur, Dan Single; cosmetics entrepreneur and model, Lindy Klim; New York-based stylist, Ilona Hamer; designer Dion Lee; designer Carla Zampatti; and founder of fashion blog Shine By Three, Margaret Zhang.
The one minute fashion video depicts the 12 fashion influencers showcasing fashion from Zimmermann, Christian Louboutin, Chanel, Gucci, Jimmy Choo, Prada, Tiffany & Co., Sass & Bide, Marcs, Harrolds, Calvin Klein, Witchery, Wittner, Carla Zampatti, General Pants, Cue, Jimmy Choo, Zara, and Saba, among others. and more.
In partnership with Bauer Media, the Spring/Summer edition of Westfield’s fashion guide will feature editorial spreads styled by Michelle Jank and shot by Georges Antoni, available in Westfield centres from this week. Westfield publishes three fashion guides a year with a national annual circulation of 1 million.
Rancic and husband, Bill Rancic, will make public appearances at Westfield shopping centres in Sydney, Melbourne, Brisbane, Adelaide, and Perth from late September, while a series of public and VIP events will be held in Westfield centres.
These include the Most Hunted VIP party co-hosted by Westfield Sydney together with Dan Single, Zac and Jordan Stenmark to celebrate Vogue Fashion’s Night Out on September 4, and Fashion Saturday, a day of retailer offers and entertainment, to be held at all Westfield centres on 13 September.
