Scentre Group launches new fashion campaign

Scentre new campaignScentre Group has launched its new Spring/Summer 16 fashion campaign “The Front Line” in 35 Westfield shopping centres in Australia fronted by this season’s Westfield style ambassadors Emma Balfour, Ollie Henderson, Mattia Harnacke and Yaya Deng.

The fully integrated campaign celebrates Australian style leaders who are living inspiring lives both on and off the runway,  Scentre Group stated.

The Front Line campaign includes key seasonal looks from international and Australian designers including Sass & Bide, Gucci, Givenchy, Paul Smith, Ted Baker, Saba, Ginger & Smart, Cotton On and MJ Bale.

“Our ambassadors this season are not only on ‘The Front Line’ in fashion they’re also pushing boundaries with a strong voice on causes beyond the fashion world,” said Sarah Cleggett, general manager of Product, Experience and Communications at Scentre Group.

“We’re aiming to capture the energy and confidence that comes from pursuing what’s important to you while embracing an individual approach to style,” Cleggett said.

Cleggett stated the new campaign showcases the best their retailers have to offer with content that will entertain and inspire their shoppers.

“With the largest range of international, local and designer retailers in our centres and online, we hope shoppers find endless inspiration through this campaign,” she said.

The campaign was launched across earned, owned and paid channels, including website, the Westfield Smartscreen Network of 1200 screens, a partnership with Vogue Australia, YouTube, native content and digital publications as well as PR and social.

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