GLOBAL STYLE ICON JETS INTO MELBOURNE

Client: Chadstone Year: 2013/14

GLOBAL STYLE ICON JETS INTO MELBOURNE

Magenta developed the campaign idea ‘Icons of Style’ – a campaign that would be delivered annually celebrating the launch of Spring Summer fashion using an ambassador as the hook, positioned as the Centre’s ‘Icon of Style’.

Women today turn to modern day global icons that share their love of style and fashion digitally, as such modern day muse Olivia Palermo was a fitting choice with a style that is coveted by millions worldwide.

We brought Olivia Palermo to Australia for the very first time in 2013 and facilitated the process of Olivia collaborating with Australia’s leading designers to create her personal interpretation of the season’s hottest trends to share with Chadstone shoppers.

The campaign took a new direction in 2014 with Magenta negotiating the involvement of Olivia’s husband Johannes Huebl to photograph his bride for a creative collaboration with Chadstone to create and appear in Icons of Style 2014.