Shopping centre giant Westfield has launched a 'body shape calculator' after internal research revealed female concerns over sizing.
British celebrity stylist Gok Wan is touring shopping centres across Australia as part of Westfield's Body Shape Challenge.
In a bid to encourage women to become more familiar with their figure size, the host of How To Look Good Naked is advising them to use Westfield's body shape calculator.
Crowds gathered at Sydney's Pitt Street mall yesterday to so see the quirky fashionista, accompanied by Westfield stylists.
Together they took measurements of participants’ busts, hips and waists and put the facts into the new tool on westfield.com.au to help determine which of the five body shapes each woman was.
Whether a pear, apple, column, hourglass or inverted triangle, the calculator can tell women what shape they are and provide instant access to style advice from the Westfield stylists, based on the body shape.
“Understanding your body shape is the first and most important step to style,” Wan said.
“Too many ladies hide their best assets because they don’t know the basics of understanding their shape and flaunting what they’ve got.”
The new tool was launched after Westfield’s research revealed that 93 per cent of Australian women were not confident that the clothes they buy suit their shape.
Five daring women, each representing a different body type, took to the stage in sporting swimwear in front of the crowd to show-off their silhouettes and encourage shoppers to have their own shapes diagnosed.
As part of his tour Wan, and the Westfield stylists, will visit 10 Westfield centres across New South Wales, Queensland, South Australia, the Australia Capital Territory and Victoria to show shoppers how to translate trends into everyday looks for their shape.