Westfield links with major UK magazines

By

Sandra Halliday

Published
Aug 25, 2017

This September, Westfield London and Westfield Stratford City will host two weekends of live fashion and beauty content in partnership with UK magazines Cosmopolitan, Elle and Esquire.

The initiative is part of a deal between Westfield and media company Hearst to give shoppers an exclusive in-store experience with major fashion and beauty brands, as the editors, photographers and bloggers descend on the capital for London Fashion Week.

Taking place in Westfield London on 15 – 17 September and in Westfield Stratford City on 22 – 24 September, the in-store content will include a curated Beauty Pop-Up by ELLE where guests will be able to experience the brand via interactive beauty and wellbeing displays, live runway catwalks, curated by Hearst’s editorial fashion experts and complimentary Dyson blow dry bar.

Additionally, every half an hour, fashion experts will feature an interactive digital ‘shop it now’ product collection via Westfield’s Product Search service, helping customers purchase new styles directly from the runway.

“Fashion fuels much of our in centre traffic, with shoppers looking to be inspired and engaged via our vast and eclectic collection of retailers. With so many retailers and stores to choose from, we are pleased to be able to borrow the creative eye of three of Hearst’s biggest brands to curate the collections and showcase how to wear the latest looks,” says Westfield’s Chief Marketing Officer, Myf Ryan.

“Fashion and beauty are the essence of ELLE, Cosmopolitan and Esquire. On Trend will offer consumers a unique experience where they will not only have the chance to interact with our editorial experts, but they will be able to directly connect with our recommended fashion and beauty products,” adds Victoria Archbold, Director of Events and Sponsorship, Hearst UK.

Other brands participating in the event include Bottega Gold, Next, Accessorize, Monsoon, House of Fraser, Nars and Primark.