Westfield knew exactly how to get every passer-by\’s attention, as it lined up 100 models to walk the ramp for the official launch of Australia\’s first online shopping mall, www.westfield.com.au led by the glamboyant Jessica Gomes.
The stage was set to host the biggest ever fashion parade in the forecourt of Sydney\’s Customs House. The public baked under the bright sun while waiting for a stage-blasting, fashionable experience.
From wonder woman to pregnant ladies to little kids, the runway didn\’t miss out on a single 2011 Autumn/Winter trend.
The men in the audience swayed to the pumping music while the ladies drooled over three of CLEO Bachelor nominees, as they boasted their modelling skills on the runway.
You could tell nominee and actor PJ Lane loved the catwalk attention.
“I\’m new to the world of fashion, but if today was anything to go by, sign me up for more,” he says.
Westfield got several cheers and snaps for involving â€˜real\’ women in their PR-driven stunt.
The launch embraced the presence of internationally acclaimed Australian model, Jessica Gomes, who jumped on the â€˜curvy women\’ bandwagon well early in time and opened the show in a Lisa Marie Fernandez swimsuit from My Catwalk.
Posing in a hot pink and orange Herve Leger dress (available in May from Xile at westfield.com.au) that defined her curvaceous body, Gomes stood proud being “an individual with a unique identity”.
“(Being a curvy model) has definitely gotten me more attention. I am happy that I\’m doing my own thing. I stand out from the rest of the models and I don\’t want to be stick thin, anyway,” says the Perth-born model.
Gomes enjoys her current lifestyle and doesn\’t intend on changing it for any passing trend.
“I like being sexy and healthy. It\’s working in my favour because the industry is digging it now.”
She recently moved to Melbourne after spending 10 years in the international modelling circuit of New York and we got five minutes with the lovely Jessica Gomes:
S: Online or physical shopping?
J: Online, especially with my busy schedule, where I\’m running around every day. If I\’m sitting at the airport, I love to log on the Internet and see everything at one place. It\’s so much easier.
S: Your favourite online stores?
J: Net-a-porter, Shopbop, Zappos. Otherwise I just Google what I want.
S: Your hot tip for shopping online?
J: You always have to be spot on with your clothing size, spot on. Purchase clothes that suit your body shape, otherwise, keep it simple and buy accessories.
S: Your most treasured item in the wardrobe?
J: My Isabel Marant sneakers (with little heels). It was a big spend, but they\’re a beauty.
S: Your favourite Australian designer or brand?
J: Camilla & Marc, Ellery (Perth-based designer), Josh Goot, Willow, Sass and Bide.
Westfield\’s latest marketing venture, www.westfield.com.au has recruited over 130 retailers to its site that represent over 3000 brands.
As a celebratory mark, the website is offering two weeks of free shipping, Australia-wide, for every single store.
Now give your credit cards and mental stylists a workout, and get shopping.