The Hearst magazine brand's Fashfest event, now in its third year, launched yesterday (13 September) at the shopping centre in East London and runs until 18 September.
Activity includes exclusive daily runway shows from top Westfield fashion brands, where models are showcasing 100 key looks per day. There are also wardrobe giveaways, retailer offers, pop up fashion and accessories stations as well as beauty demonstrations throughout the event. Additional activities include fashion trend talks, while cocktail parties with DJs are taking centre stage in the evenings.
Shoppers are also being encouraged to walk a fashion runway, pose for a GIF and share it on social media. Jewellery retailer Pandora is hosting a social vending machine, inviting shoppers to take part in its trend poll, take a snap and upload it to Instagram for a chance to win one of five Pandora jewellery looks everyday from the social vending machine. American Eagle Outfitters meanwhile is hosting parties in-store with DJs across four evenings from the 15-18 September. Shoppers also have the opportunity to meet with big name designers and fashion influencers.
Cosmopolitan will also be hosting a Fashfest VIP show and party on Thursday where guests will be able to enjoy beauty makeovers and exclusive musical performances from special guests.
Conde Nast brand Vogue opened a pop-up café at Westfield London as part of its centenary celebrations. London Fashion Week, which takes place from 16-20 September, will see a host of activations from brands.
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