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Westfield: 100 years of style

I just wanted to draw your attention to how lovely this Westfield video is really.

To mark the launch of new East End shopping centre, Westfield Stratford, “100 Years of Style” is a viral video  celebrating the dance, music and fashion of East London, in just 100 seconds.

Directed by Jake Lunt, with The Viral Factory, the video travels through ten decades, with roughly six outfits for each decade. Apparently, the music was created by Tristin Norwell, who took a simple tune and interpreted it for each decade. Complimenting this, a couple dance, waltz, jive, mosh and rave their way into the 21st century.

More than the dancing and music, it’s the beautiful observation of changing style that I think is brilliant. The video begins at 1911, there’s a quick glimpse of 20s flapper before we travel through wartime tailoring and military uniform – with a brief absence of the male partner until he returns the following decade – 40s tea dresses, Dior’s 1947 New Look, 50s rockers melt into 60s hippies and then 70s flower children. Punks are quickly replaced by disco dancers, while the 80s observes power dressing and acid-high ravers. The 90s waves in Brit Pop and those horrible combat trousers and puffa gilet’s, that I unfortunately remember too well, before we evolve into Boho chic and finally the smart/casual tailoring of 2011.

Westfield Stratford City opens 13th September 2011.