Chadstone encourages Aussies to find their style identity in new campaign via Story Matters Most

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Chadstone AW16 campaign.jpgThis Autumn Winter (AW) season Chadstone is inviting shoppers to discover their style identity with its Stylo:Files campaign featuring Melbourne model Elyse Knowles via Story Matters Most.

The Stylo:Files campaign will come to life through Chadstone editorial, social media and advertising during the AW16 season, and on the runway at The Fashion Capital’s Virgin Australia Melbourne Fashion Festival (VAMFF) shows on Thursday 10 March.

Stylo:Files taps into the five fundamental style personalities of the shopper – The Spotter, The Sculptor, The Selector, The Supporter and The Seeker.

Chadstone has engaged well-known Australian style influencers who each reflect the five Stylo:Files identities. The Spotter is a curator of style who sees what others miss. Founders of The Trend Spotter, Colin and Dasha Gold are the go-to for fashion trends, news and photography.

International fashion illustrator Megan Hess features as The Sculptor, a visionary who translates ideas into different realms. The Melbourne-based illustrator has a distinctive style and has worked with some of the world’s most luxurious brands.

The Selector is a big picture thinker who separates the good from the not so good. As the Australian Editor-in- Chief of the biggest selling fashion magazine worldwide, ELLE, Justine Cullen compares the pros and cons of style with great objectivity.

Dan Castano is an emerging Melbourne street style photographer and founder of Stylesnooperdan. As The Supporter, she is a facilitator of style who collaborates on the creative process and is happy to help others find their style identity.

Elyse Knowles features as The Seeker, a creature of diversity who makes new trends look effortless.

Says Tanya Lunardon, marketing director, Chadstone: “The Stylo:Files campaign celebrates individuality, inspiration and finding your fashion personality.

Says Justine Cullen, editor-in-chief, Elle Australia: “I am thrilled to be part of Chadstone’s AW16 Stylo:Files campaign. One of my favourite things about Melbourne is that style always comes to life, especially with the textures and layers for the cooler months.”

Chadstone AW16 StyloFiles (1).jpgThe Stylo:Files campaign will launch at Chadstone’s AW16 runways on Thursday 10 March, presented as part of the VAMFF. The runway will showcase looks from a wide selection of Chadstone retailers, including international and Australian designers.

The runway will feature Chadstone’s top trends for the AW season, including print-on-print teamed with strong seasonal colours and graphical elements; man-style trends featuring a mixture of sleek looks and a touch of androgyny; and a fresh take on sport luxe. Blush pink and camel are the colours of the season and are sure to make a splash on the runway.

(Elyse Knowles image)

Client: Chadstone – The Fashion Capital

Creative agency: Story Matters Most

Media: Joy

PR: Romano Beck

Photographer: Carlotta Moye

Stylist: Irene Tsolakas

(Stylo:Files group image)

Client: Chadstone – The Fashion Capital

Creative agency: Story Matters Most

Media: Joy

PR: Romano Beck

Photographer: Regina Karon

Stylist: Simone Farrugia