Independent retailers are fighting back with art installations, VIP events and designers.
The activations are part of a major fashion celebration organised by the City of Sydney.
'Fashion in the Villages' will be a weekend program aimed at spotlighting local stores and boutique retailers.
It will run on the weekend of September 20 - 21.
The initiative has been organised by Australian Fashion Week co-founder Lorraine Lock.
Fashion shows and classes on how to make jewellery and knitted garments will be held in Oxford Street spaces leased out under the City of Sydney’s Creative Spaces Program.
A number of free workshops will also be held as store-proud retailers vie for best window display.
Large crowds are expected to catch events such as the outdoor cinema.
Lord Mayor Clover Moore said this event will spotlight independent retailers.
“Local small businesses are a vital part of our community life, and Fashion in the Villages will give local fashion retailers a boost in the age of online sales and mega malls.
“September is a big month for fashion in Sydney and the City is working closely with the relevant business chambers and retail businesses in village areas to support them.
“Industry-led events supported by government can make a real difference by increasing foot traffic in key shopping precincts.”
Lock said the initiative is spreading.
“This year, trend-setter stores in Paddington, Newtown, and Surry Hills will be joined by newcomers – Darlinghurst, Pyrmont and Potts Point – in showcasing their new summer collections, offering special deals and giving customers the chance to win fabulous prizes.”
The City is supporting Fashion in the Villages with a marketing and PR campaign featuring print, radio, outdoor advertising, social media and a dedicated website www.fashioninthevillages.com.au
It will act as a one-stop-shop, listing all the activities over the weekend.