Westfield celebrates Aussie style in new Autumn/Winter fashion campaign via Moon

Screen Shot 2014-02-24 at 8.09.44 am.jpgTo coincide with the season launch, Westfield has today announced its Australian Style Collective: singer/songwriter and Westfield fashion ambassador, Samantha Jade, new Westfield national stylist, Gabe Robinson, Westfield insider, Alyce Cowell and actress, Isabelle Cornish, part of its Autumn/Winter campaign via Moon Communications.

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Film noir_LR.jpgThe Westfield Australian Style Collective represents the best of up and coming Australian talent, each with their own distinct point of view on fashion. Jade will be a fixture in Westfield centres' in a stunning flatlay photo series, Isabelle Cornish stars in the TVC, while Robinson brings his expertise as former resident stylist on X Factor and The Voice to take the lead on personal styling and help document Australian style this season.

Says Jade: "Australians don't conform to European or American trends, we shape global trends for our own lifestyle and climate.

"For me, fashion is fun and this new role with Westfield is a perfect fit. I had the chance to wear the Westfield exclusives on shoot recently, so I can't wait to see them arrive in store today. The looks take inspiration from international runways and represent some of my favourite trends, like the dark and romantic film noir and feminine takes on punk and athletic.

"As a Westfield Fashion Ambassador, I'm looking forward to visiting Westfield centres around Australia to talk to shoppers about how I will incorporate new season pieces into my wardrobe."

Fashion flatlay images may be familiar in magazines and social media feeds, but will now come to life in an interactive map of Australia found at westfield.com.au/flatlay.

Winter white_LR.jpgJade, Robinson and Cowdell are asking shoppers to #flatlaythenation, by sharing their own fashion flatlays on social media. The posts will be uploaded onto a map of Australia, where shoppers can "like" their favourite flatlays and upload their own, for the chance to win a daily $500 Westfield Gift Card or the major prize of a holiday to London up to the value of $15,000.

Says Robinson: "It's no secret clothes look great in flatlay. It's a technique that lets you organise fashion and share it to show your take on a trend.

"Samantha, Alyce and I can't wait to see shoppers #flatlaythenation this season, to showcase the unique look of our cities and suburbs. We're excited to curate the best of Aussie style and see how fashion really looks from Bondi Junction to Belconnen, Chatswood to Carindale."

To enter the competition shoppers must simply snap their fashion flatlay and share it on Instagram or Facebook with #flatlaythenation and hashtag their suburb. The images will be captured and grouped by suburb at westfield.com.au/flatlay for people to browse and "like". The top 20 most popular shopper flatlays will be judged by Westfield to win the major prize.

Client: Westfield
Creative: Moon Communications Group, TVC directed by Jono Nyquist through Rapid Films
Social Media and PR: One Green Bean
Media: Ikon

3 Comments

Kent Johnson said:

Will be interesting to see how well this Polyvore concept goes. Going to check out #flatlaythenation for myself!

JJ said:


#flatlaythenation doesn't exactly roll off the tongue...

Tom said:

... its more like #flatlinetheretailer.. more dopey stuff from a client that is quickly becoming known for dopey stuff. No wonder retail is bleeding when the landlord plainly doesn't get how to support the people paying their wages

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