Westfield Embraces The Future of Fashion

Published on: March 27, 2015
Westfield's Embraces The Future of Fashion, angela scanlon, fashion advice
Fashionistas, Angela Scanlon, Laura Jackson and Lilah Parsons have joined forces to style the season’s most covetable trends at Westfield’s upcoming Future Fashion event.

To celebrate the launch of spring summer 2015, Westfield will partner with Inition to host Future Fashion – an immersive pop-up experience at Westfield London and Stratford City, which will present a brand new way of experiencing the season’s trends through technology and offer fashion advice in a fun and interactive way.

Happening this very weekend (March 27th – 29th), a series of digital fashion experiences will take visitors on a journey through the season’s most covetable trends: Denim, Floral and Future Modern – through virtual reality and avatars.

Westfield's Embraces The Future of Fashion, angela scanlon, fashion advice

Fashion moves with the speed of lightening nowadays. Gone is the day when you had to visit your favourite store to see what’s new and to make your purchases. Now, the best and smartest retailers are embracing ‘omni channel’ shopping as part of understanding their customer and offering them the opportunity to engage with their shop in many different ways.

With that retailers, shopping centres are embracing new and inventive ways to use technology as part of fashion events and to offer their shoppers a fun way to get inspired and get the latest fashion advice. Angela, Laura and Lilah, self-styled personalities have each curated looks to reflect one of three key trends for spring summer – with Angela styling ‘denim’, Laura excited by ‘spring floral’s and Lilah loving ‘future modern’.

Westfield's Embraces The Future of Fashion, Laura Jackson

Other Retailers take note…
What to Expect….
Virtual Reality

In a world first, you will have the opportunity to ‘fly’ into the world of fashion! Using a combination of Virtual Reality headsets with gesture tracking technology – which allows users to see their own hands within the virtual world – you will be able to interact with virtual characters, fly through the landscape and mix and match the different trends within a completely fantastical space. This will allow every user to have a unique experience, making them a director in their own conceptual fashion journey.
Westfield's Embraces The Future of Fashion, angela scanlon

Fashion Avatars

Approaching a large scale screen, the technology will recognise your shape and represent you through a fashion avatar. Your digital representation then tracks you across the screen as you make sweeping shapes and movements, leaving trails of the season’s trends in the air: Future Modern is expressed through glowing lines; Denim will see the avatar appear as if woven from thread; and Floral will create buds and sweeping colours representative of scent across the screen that colour flowers around you.

Edit Me

After immersing yourself in the virtual journey of the season’s key trends – denim, floral and future modern – you will then be able to digitally curate products that fit these trends and can be found in retailers within the centre. On giant touch screens displaying Westfield’s trend microsite, Edit Me, you will be able to experiment and push your style boundaries by discovering new looks and products and then shop the looks within the centre.
Westfield's Embraces The Future of Fashion, laura jackson and lilac parsons

American Eagle Outfitters

American Eagle Outfitters will be hosting a pop-up installation giving you a chance to pick from the brand’s huge range of jeans and try on in exchange for a limited time in-store discount. They’ll also be showcasing an interactive, Denim Diaries video wall, which uses social media channels to gather shopper generated posts using the #AEODenimDiaries tag to create live and interactive content. The best posts will win prizes ranging from exclusive gifts to in-store sprees.

Myf Ryan, Westfield Director – UK & Europe, comments: “With the evolution of Future Fashion we wanted to explore a more abstract way for our consumers to experience the season’s key trends. From research Westfield conducted we know that shoppers are eager to explore new fashion technologies and are intrigued by new virtual ways to experience it – 52% would use Augmented Reality in a retail environment and 57% are tempted by Virtual Mirrors. This event will take our shoppers on an incredible virtual journey, which pushes the boundaries of fashion and technology.”

Read more about Intuition the company helping Westfield with the technology for this smart digital event and find out more about Westfield here.

Happy fun shopping!


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