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.

Net-A-Porter head office relocates to Westfield

According to Retail Week, luxury fashion etailer Net-A-Porter is to move its head office to shopping centre Westfield London.

The retailer, which runs the online shops (and website of torture to every poor fashion student) and fashion outlet website, will occupy a unit located above the Luxury Village.

Net-A-Porter chairman Natalie Massenet said: “We are very excited about the possibilities presented by our office move to Westfield London. It is a fitting location and a substantial space that will allow us to increase our organizational capacity and make real headway towards achieving our growth goals.”

Footfall at Westfield has exceeded expectations, pulling in 22 million shoppers; one of which was me when I visited the centre in November 2008 (it opened in October). I thought it was amazing; to those who haven’t visited I really recommend it just because it’s incredible to see the designer boutiques and high street labels together in one building. One minute you could be admiring Mui Mui, a minute later you could travel up the escalators and be in Topshop. I love it, and I genuinely believe it’s only in Britain where high street and high end would combine together.