Unibail-Rodamco-Westfield and Hearst today announced the return of fashion and beauty event ‘On Trend’ to Westfield London and Westfield Stratford City this September, bringing Cosmopolitan, ELLE and Esquire to life through unique experiences.
‘On Trend: Your new season edit’ promises live fashion and beauty content curated by three of Hearst UK’s premium brands. The event will be presented by headline partner ghd, the world leader in electrical styling tools, and runs at Westfield London from 14-16 September during London Fashion Week, before moving to Westfield Stratford City from 21-23 September.
Visitors can look forward to ELLE’s immersive beauty pop-up, where they will be able to experience the brand through a number of interactive beauty and wellbeing displays. Among them will be award-winning skincare brand Murad, today unveiled as a beauty partner for ELLE’s hub at Westfield London, where it will offer complimentary facial treatments for guests.
Cosmopolitan will be brought to life through various stands and beauty partner The Body Shop will be offering mini facials and makeovers at Westfield Stratford City. Esquire will be inviting guests to experience a collection of Esquire-approved treatments and grooming activities.
Live runways, curated by Hearst’s editorial fashion experts, will also entertain the crowds and ghd will offer complimentary styling at its Smart Bar to recreate the looks from the catwalk for shoppers using its new Platinum+, the world’s first smart predictive styler. Other partners include PANDORA, Maje, Ted Baker, John Lewis, Topshop, Topman and Warehouse.
Myf Ryan, CMO Europe and group director of brand and strategic marketing for Unibail-Rodamco-Westfield, said: “Fashion continues to fuel much of our in-centre traffic, with visitors to our London destinations looking for the latest trends from a growing number of retailers. We’re thrilled to be bringing On Trend back following its huge success last year and borrowing the creative eye of Hearst’s biggest brands to curate collections for the new season. With partners including ghd on board we’re sure the event will be even better than last year.”
Victoria Archbold, director of events and sponsorship, Hearst UK, added: “ELLE, Cosmopolitan and Esquire are trusted brands and renowned for showcasing the very best style trends. Building on our success last year, On Trend will offer consumers a unique experience where they will not only have the chance to interact with our editorial experts, but they will be able to directly engage with our recommended fashion and beauty products. We are thrilled to be partnering with Unibail-Rodamco-Westfield, ghd, and so many esteemed brands, to create this event again on an even grander scale at such a desirable destination.”
Antony Strianese, ghd MD UK & Ireland, comments: “We are delighted to sponsor this year’s On Trend event in collaboration with Hearst and Westfield and look forward to making this year’s event bigger and better than ever before. Celebrating the launch of our best ever styler, the ghd platinum+, this event is the perfect setting to bring high fashion catwalk looks to consumers through the ghd Smart Bar, giving everyone the chance to experience the power of personalised styling.”