Scentre Group has kicked off its new fashion campaign for spring and summer across 35 of Australia’s Westfield shopping centres, as well as revealing the shopping centres’ new style ambassadors.

The fully-integrated campaign, ‘The Front Line’, celebrates Australian style leaders who are living inspiring lives both on and off the runway, with Emma Balfour, Ollie Henderson, Mattia Harnacke and Yaya Deng announced as this season’s Westfield style ambassadors.

The campaign launched today with the help of Sibling Agency (a full-service marketing company established by WPP AUNZ and dedicated to the Westfield brand) across earned, owned and paid channels, including website, the Westfield Smartscreen network of 1,200 screens, a partnership with Vogue Australia, YouTube, native content and digital publications, as well as through PR and social.

The campaign features key seasonal looks from international and Australian designers including Sass & Bide, Gucci, Givenchy, Paul Smith, Ted Baker, Saba, Ginger & Smart, Cotton On and MJ Bale.

Scentre Group has also released an immersive 360-degree behind-the-scenes video to coincide with the campaign launch, providing an inside look at how it was created, as well as allowing shoppers to view this season’s trends from every angle.

The group said high-definition Smartscreen video and snackable social content will be supported by more in-depth behind-the-scenes videos that reveal how Westfield’s style ambassadors are on the front line of the fashion industry.

“Our ambassadors this season are not only on the front line’ in fashion – they’re also pushing boundaries with a strong voice on causes beyond the fashion world,” Sarah Cleggett, general manager of product, experience and communications at Scentre Group, said.

“We’re aiming to capture the energy and confidence that comes from pursuing what’s important to you while embracing an individual approach to style.

“With the largest range of international, local and designer retailers in our centres and online at www.westfield.com.au, we hope shoppers find endless inspiration through this campaign.”