Westfield #EditMe: the trial

Your virtual shopping list



Westfield #EditMe


You’ve got three weddings, for your three best friends, three weekends in a row. You’ve got nothing to wear and no time to take on the titanic task of finding three different outfits.

Step forward Westfield, who, this week, have launched a website and app which aims to take the stress out of shopping by helping you to choose and style your looks before you shop.

The shopping mall giants teemed up with fashion tech start-up Snap Fashion to create this styling service that pairs the digital revolution with good old-fashioned bricks-and-mortar retail.

We gave it a spin. Here is what we learned.

You can do one of three things: Upload a celebrity picture and browse items that are similar (ish) to that of your chosen celeb. Upload a picture of yourself from Facebook to ‘re-create’ a favourite look from your past (yikes). Or, create a ‘style board’ from their ten seasonal trends.

We opted against revisiting the mistakes of our youth and decided that we wanted to look like Miranda Kerr instead. A quick google search threw-up a signature off-duty model look of leather trousers, biker boots and an oversized bright red cardigan. Our Miranda transformation was just a few clicks away… Unfortunately, it wasn’t meant to be. Apparently #editme preferred the idea of a brown-top-brown-trouser combo, a cowl-neck snake print dress or an orange prom style dress. Not today, thanks.

Taking matters into our own hands we had much more luck putting together a virtual shopping list by choosing pieces from their inspiration looks. With 10 key trends (this will change seasonally), there is certainly no shortage of pieces to choose from; it is a well-edited selection with plenty from the big high-street brands. A few more clicks and we had our own ‘style board’, complete with pricing and stockist details, ready to share across social media or print a copy ahead of a Supermarket Sweep of Westfield.

Against all our best wishes we finally took the plunge with Facebook. After struggling to find a photo that wasn’t in fancy dress we opted for a sailor’s outfit circa 2010 (just though we’d test you Westfield), with surprisingly positive results. Navy blue ombre shirt dress, skinny red belt and patent red Mary-Janes. It was like we’d grown up four years and were heading to the same nautical party.

The vedict? Well worth a try. Browsing from the duvet cave on a Saturday morning certainly beats tackling the weekend crowds.

Try it here.

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