Westfield is the destination for the fashion obsessed in new campaign via Baker Brand

Today, Scentre Group, owner and operator of Westfield shopping centres in Australia and New Zealand, has launched its AW15 fashion campaign, “Fashion Obsessed” via Baker Brand.

Spearheaded by international fashion-weight, Derek Blasberg and joined by “It-girl” Alexa Chung and Australian model turned actress Abbey Lee, the Fashion Obsessed campaign will include content across several consumer and industry touch-points including mini-documentaries, in-centre appearances, digital content across 39 Westfield centres, Fashion Saturday on 21 March, a one-day shopping frenzy with over 150 offers from Australian retailers that now extends to westfield.com.au; bespoke fashion publications and editorial on westfield.com.au.

VIEW THE DEREK FILM

VIEW THE ALEXA FILM

VIEW THE ABBEY LEE FILM

Other activity includes sponsoring VAMFF, video diaries, a national publicity campaign and social media takeovers. This content will be underpinned by advertising spend across digital, catch-up TV, YouTube and fashion magazines.

A stalwart of the international fashion industry and editor-at-large of Harper’s Bazaar, Blasberg is a New York based fashion writer and is renowned for his involvement in the international and celebrity social circuit. He is a New York Times best-selling author and has collaborated with iconic fashion powerhouses such as Karl Lagerfeld, Louis Vuitton, Chanel, H&M, Tiffany & Co., Fendi and more.

As Westfield’s AW15 Style commentator, Blasberg has kicked off the campaign with mini-documentaries featuring Chung and Abbey Lee who has scored her debut acting role in this year’s highly anticipated movie, Mad Max. “Confessions of the Fashion Obsessed” can be viewed at www.westfield.com.au/fashionobsessed. Blasberg will also visit Australia as a guest of Westfield next month.

Says Sarah Cleggett, general manager marketing at Scentre Group: “We’re excited to share the fashion confessions of some of the most fascinating and well-known style icons; Mr Derek Blasberg, Alexa Chung and Abbey Lee this Autumn Winter. 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.

“With the largest range and best mix of international, local, designer and high-street retailers our centres are where shoppers go to feed their fashion obsessions. The fashion obsession continues when our centres close, with our Searchable Mall: www.westfield.com.au. Here shoppers can search, discover and purchase their favourite fashion obsessions 24/7 from the 190,000 products available from their favourite brands.”

The featured fashion across the campaign includes new season looks from MJ Bale, Hugo Boss, Cue, Sportscraft, Carla Zampatti, Cerrone, Tiffany & Co., Siren, Wanted, Farage, Oroton, Wittner, Colette by Colette Hayman and more.

Blasberg will visit Virgin Australia Melbourne Fashion Festival, VIP events and a book signing at Harold’s, Westfield Sydney, he’ll be style spotting his way around the country, creating a video diary of his trip and fashion finds in Australia.

Says Blasberg: “I’ve never been to Australia but I’ve always wanted to and I’m looking forward to visiting as a guest of Westfield in March.”

A quick view of his Instagram account show his snaps with friends such as Taylor Swift, Karlie Kloss, Gwen Stefani, Julianne Moore and Kim and Kanye to name a few.

As part of his role as the Westfield AW15 style commentator, Blasberg will be conducting the following in March:

VAMFF Business Seminar Key Note Speaker, Tuesday 17th March

VIP event at Westfield Sydney, Wednesday 18th March

Book signing at Westfield Sydney, Thursday 19th March

#FashionObsessed Instagram takeover on the @westfieldau account

Video diary for harpersbazaar.com.

Fashion video production credits: