Westfield collaborat​es with Rankin

The Westfield group of shopping centres has launched four clickable fashion music

videos which have been produced and directed by photographer and film-maker Rankin. Starring models Tali Lennox and Portia Freeman, the videos will go live on 21 March and will showcase a selection of seasonal looks for 2013 as seen in Westfield’s spring/summer ‘We Are Fashion’ campaign.

Featuring Hotspotting technology overlaying each film set to a separate backdrop of four specific trends, the videos will be hosted on Westfield’s YouTube channel which has been made interactive specifically for the campaign.

Available to watch on Westfield’s new UK fashion hub, the videos will run on a platform called ‘Clickable Catwalk’ which allows the outfits to be clicked on while the video plays. Viewers will be able to learn about each of the outfits, see prices of individual items, and download offers from the custom built YouTube player. The videos mark the first time that hotspot technology has been integrated into Westfield’s YouTube channel.

Rankin explained: "When Westfield asked me to collaborate on this project to create four online viral videos, I immediately thought it would be interesting to bring the concept to life through music. It was a natural fit to show fashion through a music lens. "We created one music track but in four different genres and with four different models, each representing the four new season trends. It was important that these music videos had authenticity; so we cast the models through singing auditions and actually recorded the tracks with the four stars.

"I love the democracy of the Internet. I love that you can put out creative work that spans genres - art with music with fashion with film... and so on. It's a whole opportunity that has opened up to present fashion in a different context."

Myf Ryan, general manager marketing at Westfield, said: "Westfield is very excited to collaborate with a true creative pioneer such as Rankin whilst integrating technology to create a new way for our shoppers to experience our brand. Having Rankin’s stamp on our spring/summer showcase is an exceptional project for us."