MELBOURNE: In its continuing bid to brand itself as a fashion destination, Highpoint Shopping Centre has appointed Melbourne fashion stylist Polly Kerdel as style director.
A renowned face on Melbourne's fashion scene, Kerdel has worked nationally and internationally as a stylist for over 10 years, on campaigns for brands including Levi's and Mimco, and for a string of high profile Australian and European publications including Poster, Fashion Trend, The Age and LaVanguardia.
She also won acclaim for her styling for the Stella McCartney and Zac Posen for Target and Target Fashion Shows at past editions of L’Oreal Melbourne Fashion Festival (LMFF).
Kerdel's role at Highpoint will include styling as part of this year's LMFF - from March 16 to 22 - at a new event dubbed the Style Council Studios at Highpoint, where she will style clients with the autumn/winter trends and offer fashion advice.
She will also style Highpoint's autumn/winter photo shoot and the new Highpoint Denim Guide – a mini magazine showcasing the shopping centre's denim offer.
Kerdel said her appointment was timely, with Highpoint increasingly seen as the fashion Mecca of Melbourne's "New West".
"Shopping centres have come a long way, and no longer have strictly a suburban status. People flock to them for the variety and quality of fashion retailers. Highpoint has evolved over the last couple of years as a serious fashion destination, so it's been very exciting to come on board as the style director."
Highpoint marketing manager Merline McGregor welcomed Kerdel's appointment.
"The partnership between Polly and Highpoint further enhances the services that our centre is able to provide both the local and wider metropolitan community, as well as creating a retail fashion portal that customers can utilise to update their existing wardrobe."