Scentre Group, owner and operator of Westfield shopping centres in Australia and New Zealand, has launched its autumn/winter 2015 (AW15) fashion campaign “Fashion Obsessed”.
Spearheaded by international fashion-weight, Derek Blasberg (pictured) and joined by Alexa Chung and 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 and ‘Fashion Saturday’ on 21 March, a one-day shopping frenzy with over 150 offers from Westfield retailers.
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, Derek 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, Derek has kicked off the campaign with mini-documentaries featuring “It-girl” Alexa Chung and Australian model turned actress 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.
Sarah Cleggett, general manager marketing at Scentre Group said: “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.
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. “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,” Blasberg said.