Anyone who’s seen stylist Stacy London doling out fashion advice on the TLC Network’s “What Not to Wear” understands that the bubbly brunette doesn’t mince words when it comes to wearing the right pieces for your body type. Now the TV personality is taking her expertise to the public with a 10-city style tour for Westfield shopping centers starting in September, where she will be doing everything from holding a talk show-like event in each location as well as filling out her new role as editor in chief of the mall’s new magazine called Westfield Style.
London will address the season’s trends as well as help shoppers navigate not just what works for them, but where in the mall to get it. “It’s definitely a navigation tool,” says London of this new initiative and increased partnership with Westfield. (She has hosted style tours for the company in past years, but now between the magazine and numerous national events, has essentially become the face and creative director for the fashion shopping experience at Westfield malls.) “The big thing for me about style is that it should not feel completely exclusive. We’re here to translate trends for anyone who wants to wear them.”
The events in each mall (which start Sept. 8 at Garden State Plaza in New Jersey and end Oct. 23 at Westfield Topanga Canyon) will feature London hosting the “W Style Talk Show,” which entails audience Q&A's, giving style and shopping advice as well as sending shoppers out to find items that suit them, then having come back to see how they did under London’s tutelage.
An army of stylists trained by London for her company called Style for Hire will also be available in each city to help people in need of a fashion intervention or maybe just a nudge in the right direction.
Between the mall-driven magazine and London’s crew of stylists, Westfield’s new style initiative sets out to aggregate the mall’s offerings similar to how shopping websites pull together items at various price points and from various retailers.
“When you have this many limitless choices it can be paralyzing,” says London of shopping online and in person. “For real people who need to get stuff done and don’t want to spend tons of time and money, you need a practical application in order to make it feel worthwhile and that’s hard to do unless you have a little bit of a blueprint. You can’t do it all online. Online has amazing tools, but you have to do both [shop online as well as in person].”
With a deliberate focus on service-oriented shopping, the Westfield magazine will serve as a take away tool for shoppers to see key trends, how to wear them and where to buy them at their local Westfield shopping mall. It will come out in print twice a year and have a digital component twice a year.
London oversaw the publication including styling each photo shoot. London calls it a "magalogue," part magazine, part catalog due to the product heavy yet editorial format, and claims that she didn’t find the prospect of putting together a publication daunting in the least. “I’ve always been pretty opinionated,” she says. “So that part wasn’t too hard. I was really hands on.”
-- Melissa Magsaysay
Photo: TV personality Stacy London of "What Not to Wear" gives fashion tips during the Westfield Style Tour at the Westfield Topanga Mall on November 6, 2010 in Canoga Park, California. Credit: Ryan Miller /Getty Images.