Ruby Assembly @ Westfield Electric Lounge

Last Thursday we picked ourselves up after a week of the dreaded lurgy, popped on some lipstick and journeyed up the Eastern Freeway to Westfield Doncaster to support our fellow ladies-who-blog (notably Sarah from Style Melbourne and Phoebe from Lady Melbourne). Having not visited an indoor mall for some time I was initially a little reserved about such an adventure (and simultaneously having flashbacks of my days of working at Eastland during University). Reader, I tell you I was wrong about malls, as Westfield Doncaster is no Eastland of the late 1990’s. I am officially converted to the occasional indoors-comfort Westfield shop, what with its champagne bar, Joy cupcake shop and perpetual comfort-control. PR KPI achieved, marketing gurus of Westfield.

The Westfield Electric Lounge is a savvy cross-promotion, involving popular Melbourne bloggers interpreting their favorite trends for the upcoming spring fashion season. Five bloggers curated their ‘takes’ on spring 2012, and their work has been displayed in futuristic light boxes on the high fashion floor of Westfield. A simple but effective way to involved bloggers (and their loyal readers) in a little quasi-MSFW magic.

Lady Melbourne’s installation at Electric Lounge

Comfy and casual, Iolanthe from Ruby Assembly wearing Melissa Vivienne Westwood flats, Target jeans, happy Sportsgirl sockettes, Cotton On blazer and copious Vicks Vapor Rub.

L-R: Kyra from Pybus PR, Phoebe from Lady Melbourne, Cheryl from BusiChic and Cindy from Style with Cindy

Sarah of Style Melbourne’s glamorous tribal springtime look. How incredible are the images of Sarah taken at Pybus PR HQ?

…. and here’s the gal niftily hobnobbing at the Electric Lounge with dreamy braid and Nevenka maxi-dress

By | 2012-09-03T10:00:15+00:00 September 3rd, 2012|Uncategorized|0 Comments

About the Author:

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Digital polymath and Director of Melbourne’s social media agency Ruby Assembly, Iolanthe Gabrie knows good business. Creating inimitable brand content of rare depth, Iolanthe is a mentor, speaker and author with a focus on the startup space. Iolanthe builds exceptional online voices and develops productive, engaged communities across social media platforms for individuals, businesses and organisations.

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  1. cecylia September 21, 2012 at 7:00 am - Reply

    so wish that I could have gone!! LOVE your shoes, all such fabulous ladies!

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