Westfield launches De-Vilish fashion campaign

Film will release simultaneously in cinemas and on Disney+ with Premier Access for a one time additional fee on Friday, May 28

To mark the arrival of Disney’s Cruella in cinemas and on Disney+ with Premier Access on May 28th, Westfield has teamed up with Disney UK to celebrate the return to big, bold fashion with a new creative campaign:  Fitting In Is So Last Season. The campaign will run across media channels including OOH, print, digital display, social and in-centre touchpoints including an artistic installation from street artist Mr Oliver Switch, inspired by the film. The campaign celebrates a fashion revolution, in the de-vilish spirit of “Cruella,” to a stylish comeback to the world of shopping.

More famous faces join the digital campaign to showcase the punk rock style of the new movie where ‘fitting in is so last season’. Winner of Rupaul’s Drag Race UK, The Vivienne, Instagram star Dina Tokio and influencer Susie Lau will go from ‘drab to bad’, as they style their #InnerDeVil in outfits inspired by the fabulous villain herself all sourced from Westfield’s extensive array of fashion retailers. The content will run on OOH and Instagram, amplified with a bespoke De-Vilish Cruella filter for consumers to take on their own styling challenge to reveal their #InnerDeVil with the chance to win one of 10 £250 gift vouchers to spend at Westfield.

Building on the longstanding collaboration between Westfield and Disney, Fitting In Is So Last Season follows successful creative campaigns designed to bring unique experiences and memorable moments to some of Europe’s largest shopping centres.

Harita Shah, Marketing Director UK and Creative, Media, Events, & Brand – Europe, Unibail-Rodamco-Westfield comments: “We’re encouraging everyone to channel Cruella and show off their Inner DeVil with style as we return to shopping, dining and more. After so many months spent inside we know that consumers are ready for some fashion reinvention and so we can’t wait to see their reaction to the campaign. We’re once again thrilled to team up with Disney to bring the bold fashion of the film to life across London and particularly to visitors to Westfield London and Westfield Stratford City.”

Disney’s Cruella launches in cinemas on May 28th as well as streaming on Disney+ via Premier Access (subscription and additional fee required) from the same date. Both VUE cinemas at Westfield London and Westfield Stratford City will be screening the film from May 28th. 

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