What a week we had last week
with Shopbop opening their doors in Sydney for three days only, coinciding with
Vogue Fashion’s Night Out and the launch of their new game and short film for their
website relaunch featuring Christopher Benz, Thakoon and Rachel Zoe.
We were delighted to have the
opportunity to work with this amazing US e-tailer and their fabulous PR team
TORSTAR.
It all started with finding
the perfect temporary retail space – high traffic, close to the hub of VFNO and
be truly cosmopolitan – so on a rainy Sunday morning, we put on our gumboots
and pounded the pavement to find the most perfect space on Castlereagh Street.
Next it was to enlist five
fabulous personalities to form the basis of the event concept – to create five
closets that reflect their style and must have pieces. The ‘Ultimate Closet’
collection was curatored by model Jescinta Campbell, Vogue Australia editor
Edwina McCann, The Vine blogger Alyx Gorman, stylist Kelly Smythe and The Voice
finalist Sarah De Bono, showcased some of the best online offerings that
Shopbop has to offer.
When the boxes of merchandise
landed for the ‘Ultimate Closet’ event, there was a lot of ooh-ing and arh-ing,
adding to our wishlists and trying things on before we really had to get down
to work to ensure the store was ready to go.
The doors opened on Wednesday
and featured instore appearance by the ever-delightful Sarah De Bono who was on
hand to give an insight into her favourite
pieces she she’d have in her
dream closet. On Thursday the gorgeous Kelly Smyte and Alyx Gorman where on had
to offer there styling tip and discussing current trends before the VFNO
celebration began.
The weather was perfection,
the city was buzzing and the Shopbop party was pumping to hot tunes of
DJCassette and plenty of sparkling wine for all, including Megan Washington,
Samara Weaving and April Rose Pengilly.
Sadly on Friday evening it
all had to come to an end, with the merchandise being packed up and saying
goodbye to our Shopbop haven.
Let’s hope they come back and
do it all again next year!
