With the support of New York stylist Stevie Dance, Melbourne GPO yesterday hosted the first in a series of four campaigns set to take place over the next twelve months, aimed at capturing the attention of renowned fashion bloggers.
GPO appointed New York stylist and former RUSSH magazine editor Stevie Dance as the official fashion ambassador for the blogger-focussed campaigns, the first of which began with a free public fashion event at GPO, underpinned by online newsletters and a short film produced by Dance on the GPO website.
Yesterday's show included a presentation curated by Dance, featuring key outfits from the latest pieces of the shopping centre's fashion offering, as well as commentary by fashion blogger Matt Jordan.
As part of its ongoing spring campaign, the shopping centre is displaying hero garments from key retailers around the mall with “Stevie loves” swing tags, highlighting Dance's hands-on involvement in the campaigns.
Prominent fashion bloggers were drawn to the event with the offer to have an opportunity to interview Dance.
GPO PR manager, Jade Roberts said the centre set its sights on Dance in June this year, with the intention of utillising her online audience pull.
“We're working closely with bloggers because we know that's where our target audience really is and we know that bloggers really love Stevie Dance, so it's perfect for us. The blogging world is showing no signs of slowing down, that's where it's really headed now.”
GPO plans to fly Dance out from New York again for the next campaign, set to take place in November.
“Each campaign will be uniquely different, we're still really in the planning stages for the next one so we can't say much yet, but we're looking forward to continuing to work closely with Stevie and with fashion bloggers, it's really exciting,” said Roberts.