Are You Tomorrow’s Style Hero?

intu Eldon Square and intu Metro Centre are launching a Style Hero campaign to track down stylish shoppers in the North East. Street style has surged in popularity in the last couple of years and now plays a key part in influencing high-end and high-street trends. People no longer want to look directly at designers and retailers for style inspiration but each other. From 31 March to 20 April the shopping centres’ street style photographers will be scouting malls for shoppers who are aspiring fashionistas. The photographers will then snap them in their outfits and load the shots onto a special app, heralding The Style Hero competition. The app will be available on the Centres’ Facebook pages in the tab section and on their websites. Between 7 April and 27 April the public will be able to access the app where they can vote for their preferred look of the week. The three weekly winners with the most votes will then enter the second round of the competition, which will see the public vote for their ultimate favourite look on the same app. The winners will be crowned intu Eldon Square and intu Metrocentre Style Heroes and will receive a £100 intu Gift Card. Finalists will then enter a national competition, together with the winners from all thirteen intu shopping centres that have taken part in the campaign, and the public will then vote for their ultimate National Style Hero. They will become the face of the intu campaign and will also receive £1,000 to spend on intu’s website where items from the likes of Alexander McQueen, Isabel Marant and Michael Kors are available. Richard Bailey, Marketing Director for intu, said: “intu Eldon Square and intu Metrocentre are two of the UK’s most fashionable shopping destinations, and we’re on a quest to find our most stylish shoppers. We want to capture our customers’ authentic style in their natural environment, and use these images to inspire other shoppers to try new things. It doesn’t matter if you’re 18 or 80 – if you’ve got great style we’ll spot you on our malls, and by leaving the voting to the public we’ll get a true reflection of what our shoppers think is stylish.”