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Window Dresser Extraordinaire

The latest news and trends from the wonderful world of visual merchandising. Jano Dawes and her team share their passion for VM.

FlatLay Fashion Visual Merchandising

In conjunction with Westfield’s new ‘FlatLay the Nation’ competition for Autumn and Winter, VM+ created a visually stimulating retail fashion display based on photographic FlatLay. The campaign, starring actress Isabelle Cornish, aims to use social media as a platform to share Australian fashion trends and styles using the FlatLay technique – where clientele  lay out a full outfit rather than model it. Westfield fashion ambassador, Samantha Jade said: “Australians don’t conform to European or American trends, we shape global trends for our own lifestyle and climate.” (Ad News, 2014) The Flat Lay concept has started taking over social media as a classic and chic way to show and share your favourite things and current obsessions. The display our stylists created in a day was a 3D visually merchandised interpretation of FlatLay fashionista style and it lit up Westfield Helensvale attracting all eyes. Westfield judged the top 20 most ‘liked’ shopper flatlays and the winner received a $500 Westfield Gift Card or a trip for two to London valued at up to $15,000.

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