Westfield has launched its AW15 fashion campaign, positioning the brand for the “Fashion Obsessed”.
The campaign, by Baker Brand, is spearheaded by editor-at-large of Harper's Bazaar and fashion personality, Derek Blasberg. The campaign kicked off with the release of mini documentaries featuring fashionista Alexa Chung and Abbey Lee.
In addition, the campaign will include digital content across 39 Westfield centres, a one-day shopping frenzy called Fashion Saturday on 21 March and in-centre appearances. Blasberg will visit the Virgin Australia Melbourn Fashion Festival, VIP events and a book signing at Harold's, Westfield Sydney.
Scentre Group – owner and operator of Westfield Shopping Centres – GM Marketing Sarah Cleggett said: “We're excited to share the fashion confessions of some of the most fascinating and well-known style icons.”
“Derek Blasberg is renowned for his personal and authentic interview style and as such the documentaries offer an insider look at Alexa's and Abbey Lee's style secrets, so we’re expecting great interaction and engagement from our style-conscious shoppers.”
Fashion video production credits:
Agency, creative: Baker Brand
Creative Director: Al Weekes
Producer: Cat Rose & Ryan Ingrasin
Photographer: Chris Ferguson
Videographer: Lorin Askill
DOP: Kevin Klein
Hair Director: Jenny Kim
Make Up Director: Victoria Baron
Stylists: Mark Vassallo & Ilona Hamer