Global etailer boohoo.com has rolled out its latest localised marketing campaign.
The platform launched its spring/summer 2015 campaign #WeAreAus at The Standard Bowl in Darlinghurst.
The mezzanine level of the space was transformed into a walk-in wardrobe showcasing the new collections.
These extended across from ready to wear, boohooFIT, boohooMAN, boohooPLUS and accessories to their debut nightwear range.
The activation featured a set from DJ Cassette, a miniature bowling alley and a performance by singer Emma Louise.
Life size boohoo.com branded Barbie doll boxes acted as an interactive social media moment for guests to stand in.
Guests took selfies with the latest accessories from the boohoo.com collection and oversized emoji emoticons.
Notable attendees included Sydney’s key fashion media, bloggers and influencers such as Aisha Jade, Lisa Clark and Imogen Anthony.
The boohoo.com #WeAreAus campaign incorporates five seasonal campaign stories, framed around the spring/summer season.
Each of the new collections were on display for guests to view, representing a different facet of the newly established #WeAreAus tagline, which unites individual campaigns including #WeAreReady, #WeAreOnTrack, #WeAreFit, #WeAreFree and #WeAreSocial.
The #WeAreAus campaign will be released throughout the summer months and will feature exclusive content and activations across the season.