FOR the very first time, intu Lakeside’s fashion shows, in association with HELLO! magazine, will become truly digital this Spring/Summer as shoppers are invited to take to social media to vote on this season’s top trends while the models are showcasing them on the catwalk.
Between 11th and 13th April, shoppers will be treated to 19 free fashion shows during which they can vote for their favourite trends using the hash tags #intulovespastels, #intulovesflorals, #intulovesmetallics and #intuloveslogos. Anyone who casts a vote will be entered into a competition to win an intu Lakeside gift card to spend in centre on their favourite trend.
On Friday 11th April, the first day of the shows, shoppers will also have the opportunity to take part in the country’s most prestigious model-scouting competition, Elite Model Look UK. The competition is renowned for launching the careers of some of the world’s most famous supermodels including Cindy Crawford, Linda Evangelista, Gisele and Lara Stone, and crowned May Bell from Deal in Kent as its 2013 winner after she was spotted at intu Lakeside.
Since the final of Elite Model Look, May Bell has been busy juggling exams and modelling. She has been working with Topshop and Stella McCartney and shooting with i-D magazine, Wonderland and Ponystep with photographers such as Ellen Von Unwerth and Letty Schmiterlow. You can also see her beautiful face in this month’s Topshop Prom campaign! May will be joining the team on the 11th so shoppers will be able meet her and quiz her on how to be an Elite supermodel.
This year sees the appointment of Oliver Proudlock, star of Made in Chelsea and owner of Serge DeNimes urban clothing line, who will also visit intu Lakeside on 11th April. For your chance to meet Ollie, get signed items from his clothing line and #AskProudlock in an interactive Twitter Q&A you can take part by visiting www.facebook.com/elitemodellookUK.
Izzie Peskett, Marketing Manager for intu Lakeside, said: “We know that our shoppers look forward to coming to see our free fashion shows every year, but this year we wanted to add a digital element and get them really involved in shaping the shows. We’re excited to find out which trends they love the most and whether we can find an Elite Model Look winner for the second year in a row. We think we can!”
The Spring/Summer fashion shows and Elite Model Look scouting day are part of intu Lakeside’s Fashion Month which also includes a student shopping night on 30th April and a social media campaign to find intu Lakeside’s Style Hero. For more information about intu Lakeside’s Fashion Month, please visit www.intu.co.uk/Lakeside.