Bringing the community into the campaign
Farsta Fashion started with an open call on social media, inviting people living in the area to apply to become the faces of the upcoming fashion week in the centre. From the submissions, three participants were selected to represent the campaign and “walk the catwalk”.
The idea was simple: instead of traditional fashion models, the campaign would feature real people from Farsta. This created a more authentic and relatable tone while strengthening the connection between the shopping centre and its local community.
A collaborative showcase of the centre’s brands
Stores throughout the mall contributed garments and accessories from their collections, allowing each participant to be styled using pieces from multiple retailers. The visual execution combined fashion editorial aesthetics with a clear retail logic, where garments and brands were integrated directly into the imagery.
Across posters, digital screens, social media and moving content, the campaign presented Farsta as a place where fashion, lifestyle and local identity meet.
From campaign to recurring event
What began as a one-week activation proved highly successful. Farsta Fashion has since evolved into a recurring event in the centre, expanding beyond the original campaign.
Today the week includes additional activities connected to fashion and creativity, such as guest appearances, workshops, kids’ dress-up activities and art-related events, turning the initiative into a broader cultural happening within the mall.