Westfield launches Future Fashion
Last night we journeyed down to Westfield London, the capital's famous shopping centre, for an exclusive sneak preview of their new Future Fashion campaign which launches to the press and public today. The first ever all-digital fashion event of its kind, the idea is to demonstrate what future shopping will be like and to show off forward thinking fashion technology. Always ones keen to get on board with the merge of online, digital, fashion and shopping, we delved straight in to get a first-hand look at the technology on offer to London's shoppers over the next few weeks.
Along with an exciting cinema-style 3D catwalk, social photo-booths where you can send your snaps straight to Facebook, tweet mirrors to show off your style and complimentary mocktails and manicures, you can also shop 'til you drop on some larger than life (quite literally) digital shopping screens. With the event being held at both Westfield London and Westfield Stratford City over the next few coming weeks and after a talk from Melanie Rickey (Grazia's Fashion Editor-at-Large) about Spring Summer 2012 trends, we got thinking about East London vs. West London style. We took the opportunity to have a digital style off with myself (Shopping Editor) against Editorial Director Jess Markwood to style up some fabulous looks using the products of some of the fabulous retailers taking part at Westfield. After having endless fun (no, really) with the drag and drop screens which were literally the size of a small car, this is what we came up with...
Kate's East London Style
"East London style is all about being unique, so it's all about putting together interesting combinations in terms of shapes, prints and textures. I played on this season's print trend choosing key separates in vivid striking designs and teaming them with the typically more casual elements of the east with distressed denim and dip dye skinny jeans. I completed the look with unique feel accessories and statement footwear".
Jess' West London Style
"West London style is refined, classic and never over-complicated. West-side shoppers generally love the trends, are influenced by magazines and are experts in coordination. Inspired by the gorgeous weather outside at the moment I went for a bright pop of colour for my style mood board. Accessories are important to any look and this is the area 'Westies' are more playful, styling-up an otherwise potentially conservative look. A West London girl will never be too far away from her statement blazer or a cocktail dress either!"
If you'd like to have a go for yourself, Future Fashion runs from 27th March - 1st April at Westfield London and 4th - 9th April at Westfield Stratford City. For more information check out the details here and get involved on twitter using #wearefashion.
So are you more Dalston than Notting Hill? Or more Boujis than Shoreditch House? Tell us in the poll below.