Retailers including Reiss, House of Fraser and River Island are trading out of car boots as part of an event at shopping centre Westfield London.
The event, called Car Bootique, in association with Mercedes-Benz, aims to connect the car company and fashion retailers with 16 to 30 year old Westfield shoppers and is running from September 27 to October 2.
Those taking part in the event include luxury US accessories brand Coach, DKNY Jeans, young fashion brand Firetrap, House of Fraser, Japanese young fashion brand Onitsuka Tiger, premium retailer Reiss and young fashion retailer River Island.
Mercedes-Benz has provided cars, which have been individually styled by the brands and retailers, which also include premium brand and retailer Ted Baker and premium brand Twenty8twelve.
The shopping centre held a similar event last September to celebrate London Fashion Week. The event featured 20 Hyundai cars with retailers including Topshop, Whistles, and denim indie Donna Ida trading from the back of them.
Bill Giouroukos, UK director of operations at Westfield said: “Both Westfield and Mercedes-Benz are synonymous with fashion which makes this a natural fit. Car Bootique 2011 is a great event for Mercedes-Benz to be associated with – as it provides a platform to enhance and strengthen their relationship with fashion while additionally benefiting from Westfield’s high footfall and key audience demographic”.