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Fashion Week Story connects brands and influencers
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May '16
Courtesy: Shoppinglinks
Courtesy: Shoppinglinks
A fashion week with a twist! Shopping Links (www.shoppinglinks.com), Australia's largest and most-established influencer marketing platform, hosted the inaugural Fashion Week Story, Sydney last week, drawing 50 top influencers and leading global brands to Fashion Week Australia's finale blogger event.

Shopping Links connects leading fashion, beauty and lifestyle brands with top influencers for marketing collaborations. Founder and Managing Director Kim Westwood created the Story series as a way for brands and bloggers to form more personal connections, while also showcasing emerging influencer talent and giving brands a chance to introduce new looks and trends.

The interactive evening featured a “sweets station” by Rakuten, beauty products to test and take home by SkinFoods, and displays of new looks by Marks & Spencer and REISS for bloggers to peruse and share.

Shopping Links was instrumental in bringing the evening's special guest, international influencer Paola Alberdi of Blank Itinerary (Instagram: @blankitinerary), to Australia for Fashion Week. The rising social media star, who has appeared in Vogue and Marie Claire, has gained 40,000 followers in the last month to reach more than 330,000. Her presence gave participating brands a global spotlight and highlighted the quality of bloggers who are active on Shopping Links.

“We were really thrilled that we could help bring Paola to Australia for Fashion Week, not only because she is such a rising star among fashion influencers, but because she is such a genuine person and really representative of our Shopping Links community,” Westwood said. “We are always looking for ways to spark meaningful relationships between bloggers and brands, and we feel that the in-person connections made through events like the Story series help make digital collaborations on Shopping Links even stronger.”

Alberdi joined top Australian influencers at the event like Dasha and Colin Gold of TheTrenspotter.net (103,000 Instagram followers), and Lisa Hamilton of SeeWantShop.com (284, 000 Instagram followers).

Held at a chic venue near the main Fashion Week Australia events at Carriage House, Fashion Week Story featured displays of new looks and accessories by Marks & Spencer and REISS for bloggers to peruse and share; a “sweets station” by Rakuten; beauty products to test and take home by SkinFoods; a custom media wall for photo ops, and a live DJ. A leader in social promotion, Shopping Links also debuted a custom Snapchat filter for the event.

With a focus on transparency and authentic relationships between brands and bloggers, Shopping Links' digital platform has attracted nearly 700 active brands, including such leading international companies as Macy's, Boden, Karen Millen, Gucci, Nasty Gal and Topshop, in addition to REISS and Marks & Spencer. The platform's cost effectiveness -- collaborations start at AUD $89 (US $79) -- has also given smaller brands and even startup designers a way to reach the right influencers for their campaign and budget.

The Shopping Links Story series will continue in September with Fashion Week Story, New York, bringing the same opportunities for brands and bloggers to connect in Manhattan. Sponsorship is now open to global fashion, beauty, and lifestyle brands. (SH)

Fibre2Fashion News Desk – India


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