Designer and stylist Rachel Zoe has teamed up with Westfield to a create a world first online live runway event.
The retail giant today announced the launch of Westfield StyleStream, which will see shoppers style models online before sending them down a runway.
Held over three days from November 14-16, shoppers on westfield.com.au can showcase their styling prowess to the nation by choosing a key summer fashion trend and styling an outfit, head to toe, from garments and accessories sold on the site.
More than 800 shoppers will then be selected to have their look shown on a real life model on a runway at Westfield Sydney. This will then be streamed live on westfield.com.au
Zoe, who has her own ready-to-wear and accessories retail collection, will then help judge the best looks of each day. The shopper deemed the ultimate stylist will win an all expenses paid trip to LA for a styling workshop with 'team Zoe'.
Zoe will also create an online video series exclusive to westfield.com.au that will showcase Australian fashion.
“I have witnessed a lot of change within the fashion industry throughout my career, but nothing quite as innovative as this,” Zoe said. “Fashion has never been this fast before - it's so exciting.”
Managing director of the Westfield Group Australia and New Zealand, Robert Jordan, said the event will also display the depth and range of fashion brands and merchandise available on westfield.com.au, from Australian designers through to high street and surfwear brands.
“We are excited to partner with Rachel Zoe to launch Westfield StyleStream and give our shoppers the opportunity to be a part of a world first, interactive online and real world event,” Jordan said.
“With Westfield StyleStream our shoppers can style a look and share it with friends before they buy, which highlights the way people like to shop and engage online.”
In conjunction with the event, westfield.com.au will introduce for the first time The Designer Collection - a unique selection of leading Australian designer brands including Sass & Bide, Ksubi, Ginger & Smart, Dion Lee, Alex Perry, and Ellery.
Curated collections from these designers will be offered in ‘pop-up boutiques’ on the website and all of The Designer Collection stores will be offering free shipping during the introductory period.
The runway event will be held on level five at Westfield Sydney for the duration of the event. Shoppers can start to style and submit their looks online from today until November 6.