‘We Are These Streets’ celebrates homegrown talent, diversity and a thriving retail offering
CastleCourt Shopping Centre has revealed its new-season fashion campaign – We Are These Streets – which celebrates Belfast’s increasing diversity, its impressive home-grown talent and a resilient and thriving retail offering.
The campaign, which champions streetstyle and marks the shopping centre’s most-fearless and creative work, is currently live across various advertising formats throughout the city including billboard, VOD and social media.
Local models, from all walks of life and ethnicities that bring the campaign to life include:
- Brother and sister duo, 9-year-old Faith Brown and 6-year-old Jesse Brown from Andersonstown
- 23-year-old Lynn Gourley from Banbridge
- 20-year-old Jamal Dupree from Belfast
- 28-year-old Palmira Rendilheiro, a native of South Africa who relocated to Belfast
- 24-year-old Remi Shore, a native of from Manchester who relocated to Belfast
Giving this home-grown modelling talent a triumphal stage to showcase their unique looks and bringing together the talent of local creatives in fashion photography, fashion styling, videography and beauty, the campaign visually communicates the increasing diversity and inclusivity of the city and how local shoppers and dwellers share a powerful fearlessness, an infectious edge and an enviable authenticity in their everyday stylings adding colour, creativity and character to Belfast’s streets.
CastleCourt, often considered the city’s best-loved shopping centre, due to the wide variety and quality of its retailer offering, showcases 15 of its fashion brands in the new campaign, with many 2019 additions such as international contemporary label, VILA.
This latest initiative forms part of a successful city-wide effort to encourage the return of thousands of visitors to enjoy Belfast’s outstanding retail offer following last year’s fire at Bank Buildings. However, last month, parts of the city centre which had been closed off reopened to traffic, boosting access and encouraging a return to form. The recent addition of several new retailers, including Matalan, has also confirmed CastleCourt as Belfast’s leading shopping destination.
Binder Tohani, Marketing and Mall Commercialisation Manager at CastleCourt Shopping Centre said: “CastleCourt Shopping Centre has been at the heart of the city, and the heart of local fashion, for almost 30 years and during that time we’ve maintained a fashion-first retail mix that fits with Belfast’s passion for individual style.
“Our ‘We Are These Streets’ is a bold celebration of that and showcases how, still 30 years on, we are as connected to our customer as ever. We take our responsibility to our shoppers seriously and so work hard to create and maintain our shopping experience, which we believe appeals to and caters to all. The current campaign showcases how impressively diverse our offering is and how spirited the CastleCourt brand is. The local models and creatives we selected did an exceptional job bringing all of this to life.
“Seeing the campaign live is really motivating to the team here at CastleCourt and reminds us that our growth strategy is one that is as proud as ever to be at the heart of Belfast, connecting in a meaningful way with local shoppers and championing the city’s increasing multiculturalism and diversity.”
Styled by Belfast-born success story, stylist Jamie Russell, the campaign features over 15 of the fashion brands currently on offer at CastleCourt from Miss Selfridge to Fresh Pop.
Speaking about his contribution to the campaign, lead stylist, Northern Ireland-born Jamie Russell, said: “As a Northern Ireland native, I grew up admiring that minority who dared to be different in their individual style. Their fearlessness and creativity inspired my love of fashion and particularly my love of street-style.
“It was incredibly special to harness and recreate that unique local look with CastleCourt’s impressive retail mix. I’m really proud of what we achieved collectively and what We Are These Streets campaign represents, and I hope that along with adding more colour to Belfast’s streets, it also captures the hearts of visiting and local shoppers this summer.”
The ‘We Are These Streets’ campaign will run across outdoor advertising channels and social media platforms throughout summer 2019.
For more information on CastleCourt’s current offering visit www.castlecourt-uk.com or @castlecourtbelfast on social media.