YORKDALE
The Idea
We revived the Be the Centre of Style platform with a street style perspective that made the audience the face of fashion. Shot by fashion photographer Chris Nicholls and styled by Zeina Esmail, the campaign featured Myles Sexton, Grece Ghanem and Mirian Njoh wearing designer looks and making their mark throughout Yorkdale and its surroundings.
Where the Audience is Headed
A
Luxury consumers want a role in the style conversation.
Today’s luxury consumers are expressive, image-conscious and connected. They want shopping experiences that feel personal, culturally relevant and worth sharing, with opportunities to take part in the wider style conversation.
Where the Brand is Headed
B
Reinforcing Yorkdale’s position at the forefront of luxury retail.
As one of North America’s leading shopping destinations, Yorkdale has built its reputation on prestige labels and first-to-market luxury brands. With a major renovation underway and competition growing, the destination had an opportunity to reintroduce itself to luxury consumers with a distinctive point of view.
Where Culture is Headed
C
Street style is reshaping the way fashion influences culture.
Social media and influencers have turned everyday settings into runways, making street style a powerful force in fashion. Yorkdale could tap into this shift by celebrating personal expression and positioning the destination as a place where style takes centre stage.
THE Destination
D
A stronger position as Canada’s leading style destination.
1.
26,000 daily visitors supported foot traffic to the renovated luxury wing.
2.
New flagship tenants attracted major brands to the destination.
3.
A strengthened position as a leading authority on style in Canada.
