I have a lot of a soft spot for Westfield London. My other half Mary Portas helped launch it, and during my time as fashion news and features editor at Grazia I came up with the idea the we move the office in there for a week to make an issue of the magazine. It was a mad idea - and we had a total ball doing it. It took popping to the shops during the lunch break to a whole new dimension. We also won a Campaign award for doing it! As a result of all the Westfield involvement ( I was on site in a hard hat before launch, and live locally) I've spent more time than is seemly inside this wonderful behemouth of a shopping centre. And yes, I like it.
So I was happy to say yes to working on a project with the Westfield gang this week. The project, as evidenced by the above photograph, is called "Big Fashion Wardrobe". The location is the same spot Grazia built our very real working office, and it is there for fashionistas to have a deeper experience of shopping at Westfield. It is also rather good on the feet as it is all in one space.
Chelsea Girl is there at Big Fashion Wardrobe - flashback to the Eighties! I'm sure I had a phone like that when I was a kid and dreaming of being able to shop at Chelsea Girl
The idea of the Big Fashion Wardrobe is to get fashion conscious girls and women to come in and engage with some of the brands who have stores at Westfield - the bonus is the stores have exclusive product and special offers it would be unseemly to ignore. Reiss, French Connection, River Island (who are in the midst of reviving Chelsea Girl - what River Island used to be called back in the day) Jaeger, DKNY Jeans and LK Bennett to name a few have Wardrobes in the space. There is also this attractive shoe wall.
I do like a multi-brand shoe wall.
A view across the catwalk to some of the wardrobes.
The view from above - you can see the various brand wardrobes and runway to the left and centre. On the right in the bottom corner of the picture is the photo studio and make-up area where you can get a makeover and have your 'cover photo' taken - George Langford my fabulous Fashion Junior at Large is doing this tomorrrow and reporting back for us. Along from the photo area is the bloggers lounge where we will be later this week.
There is plenty of fun to be had in the midst of all that retail therapy - we particularly love Daisy Lowe's lomography exhibition, all in aid of the British Heart Foundation, and the chance to win a bag at the French Connection wardrobe simply by achieving the perfect cat's cradle 'Eiffel Tower' in less than a minute. Now that's something we haven't tried in a while. To finish the whole event with a bang, on Saturday 2nd and Sunday 3rd April there will be live catwalk shows all through the day.
Find out all the details by following @westfieldlondon on Twitter. Or click here
More from Big Fashion Wardrobe tomorrow when Fashion Junior at Large gets a makeover - I am looking forward to that!