In partnership with Dyson Supersonic, the in-store style event ‘On Trend: Your new season edit’ will take place in Westfield London (15 – 17 September) and Westfield Stratford City (22 – 24 September).
The inaugural event will give shoppers an exclusive in-store experience with major fashion and beauty brands. There will be a curated Beauty Pop-Up by ELLE where guests will be able to experience the brand via interactive beauty and wellbeing displays. Cosmopolitan will also be brought to life via various beauty stands. In addition, Esquire will invite guests to experience a curated collection of Esquire approved treatments and grooming activities.
Live runway catwalks, curated by Hearst’s editorial fashion team, will feature every half an hour with an interactive digital ‘shop it now’ product collection via Westfield’s Product Search service. Plus, lead partner Dyson will be showcasing the Dyson Supersonic hairdryer at their complimentary blow dry bar. Guests will be able to select hair trends directly from the catwalk created by Dyson, with tips on how to achieve these styles at home. Other brand partners include Bottega Gold, Next, Accessorize, Monsoon, House of Fraser, Nars and Primark.
Westfield’s Chief Marketing Officer, Myf Ryan, comments; “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. What’s more this partnership provides an immersive, inspiring and immediate experience, with fashion finds purchasable directly from the runway.”
Victoria Archbold, Director of Events and Sponsorship, Hearst UK, says; “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. We are thrilled to be partnering with Westfield to bring this event to life on a grand scale at such a desirable destination.”