Westfield has launched an eight-week event called Future Fashion, which will promote key spring 15 trends using new technology.
Throughout the rest of March and April, three new season trends - denim, floral and ‘future modern’ - will be illustrated to shoppers through virtual reality headsets, fashion avatars and a ‘content hub’ at Westfield’s shopping centres in west London and Stratford.
Customers will then be able to digitally put together a look that fits these trends and find the clothing in retailers within the centre.
The content hub includes make up tutorials, street style reports and stop motion films talking about different types of denim.
Myf Ryan, Westfield’s marketing director, UK and Europe, said: “The launch of the new season is such a prominent time for Westfield, our retailers and our customers. With the evolution of Future Fashion we wanted to explore a more abstract way for our consumers to experience the season’s key trends.”