Westfield wanted to raise its fashion profile and position itself as London’s first-choice shopping destination while dynamically connecting with its audience
In an ESI Media first, we created a joint editorial and commercial content initiative across print, digital and TV called Shop London. Utilising the Evening Standard’s strong fashion presence in the capital, we positioned London as the ultimate destination for shopping and fashion with Westfield at the heart of the idea.
This collaboration went far beyond a content partnership and the media breadth perfectly fitted Westfield’s audience who get their fashion inspiration across a plethora of channels. Working with the Evening Standard’s fashion editor Karen Dacre, we amplified Westfield as a one-stop fashion destination for Londoners with content running as specially commissioned Shop London supplements, sponsored competitions on editorial pages and four bespoke Shop London TV episodes on London Live.
Each episode showcased entries for the #FashionHappy campaign, a competition which invited Londoners to submit a three minute video capturing fashion style in London. The series featured Lily Melrose, a successful fashion blogger and students from the London College of Fashion. The content lived both horizontally and vertically across platforms, fully integrating Westfield into the Evening Standard’s authoritative fashion network.
recall for Shop London
Abi Ward, Business Director at Arena