Fashion

Westfield Launches SS15 ‘Today, I Am’ Campaign With Kelly Osbourne

Get set for Spring/Summer with the latest trends as Westfield shopping centres around Australia launch the Spring Summer 2015 (SS15) fashion season, ‘Today, I Am’

2015 is proving to be a year of societal restlessness, where androgyny and agelessness are leading conversations and the cultural zeitgeist is empowering the individual who is refusing to be defined. ‘Today I Am’ is a confident declaration of embracing who you are, exploring how style is an ever-evolving journey, never standing still.

Fronted by Westfield Style Ambassadors and fashion industry mavens, Kelly Osbourne and Lara Worthington, ‘Today I Am’ will see a series of short films that explore fashion and beauty as a form of self-expression, told through the personal narrative and experiences of Osbourne and Worthington.

Showcasing the latest seasonal looks from international and Australian designers Carla Zampatti, Sportscraft, Cue, Wanted Shoes, Country Road, Swarovski as well as MAC and Aveda, Kelly Osbourne’s full length ‘Today, I Am’ film will debut first, launching today.

Appointed for her natural affinity to own and embrace her style choices, Westfield Style Ambassador Kelly Osbourne said: “It’s important to have the confidence to wear what you want to wear and feel empowered to let your fashion choices evolve with your personal style. For me, ‘Today I Am’ enables individuals to be who they want to be. It has been an honour to be a part of a campaign which speaks to the restless nature of fashion and gives the freedom to individuals to define who they are in the moment the way they want to.”

The second style-inspired film of the season, featuring Lara Worthington, will be released later in the year.

To mark the SS15 ‘Today I Am’ launch, Westfield will also be launching an extended behind the scenes look at Kelly Osbourne’s feature fashion film. Available from launch day, these additional videos will be available for 24 hours through Westfield AU’s Twitter channel. Audiences can unlock this additional content by retweeting @WestfieldAU @KellyOsbourne and using the hashtag #TodayIAm.

The behind the scenes films show Osbourne at her natural and charming best; “I love having fun in every aspect of my life and fashion is one of them. You can have so much fun with fashion. You could literally dress as a nun and people would probably think you were a nun. You think, therefore you are.”

As an extension of ‘Today, I Am’, Westfield Sydney collaborated with Australian Fashion Film Award winner and director Gracie Otto and Style Me Romy’s Romy Frydman to create their take on the Today, I am concept. Launching in early September, the film showcases international and Australian fashion designers including Chanel, Miu Miu, Gucci, Zimmerman and Saint Larent.

Shoppers can be inspired to embrace their style evolution 24/7 with Westfield’s Searchable Mall: with over 220,000 products available from their favourite brands. Here shoppers can search and discover who they want to be, inspired by editorial on westfield.com.au.

For further #TodayIAm fashion, Westfield has curated seven collections to give shoppers #TodayIAm style inspiration:

Today, I Am: Fearless
Today, I Am: Free Spirited
Today, I Am: Relaxed
Today, I Am: Nocturnal
Today, I Am: Nostalgic
Today, I Am: Natural
Today, I Am: Rebellious (men)

For more information on how shoppers can embrace their own fashion evolution at Westfield, go to westfield.com.au or to view the extended #TodayIAm short films follow @WestfieldAU on Twitter.

www.westfield.com.au/TodayIAm

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