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QIC brings back individuality in fashion with My Style My Way campaign

The campaign launched on 9 May across five QIC shopping centres

QIC Real Estate has launched its Autumn/Winter 22 fashion campaign, My Style My Way, encouraging customers to embrace individuality this season.

Launching across five of QIC’s largest shopping centres in Melbourne, Sydney, Canberra and the Gold Coast, the My Style My Way campaign is based on the simple premise that fashion is whatever you want it to be.

Led by Australian journalist and television presenter, Brooke Boney, the two-month integrated campaign is built on the insight that customers are rediscovering their own style as they navigate a new way of life.

Bronwyn Cooper, Head of Marketing at QIC Real Estate explains: “Following a challenging two years, customer sentiment has shifted, as people change their priorities and are looking to reconnect, refresh, and experience life’s moments through a new lens. The My Style My Way campaign aims to empower Australians to come together, shop, and celebrate themselves and each other as we head towards a brighter future together.”

“We are excited to partner with three local personalities all renowned for their personal and unique style, and we’re expecting strong interaction and engagement from our customers,” said Cooper.

Customers will be able to see Boney, Carseldine and Jowett as they visit key centres during the campaign’s two-month program

Executed via a suite of inspirational and inclusive digital content, and a packed calendar of free and ticketed in-centre events, the Autumn/Winter campaign also features local personalities ex-Australian cricketer Lee Carseldine and fitness icon Brooke Jowett.

Together with Brooke Boney, they will host exclusive events to inspire customers to embrace their fashion individuality and provide guidance on their top looks for the season.

Brooke understands the role fashion plays in building an identity and is calling for Australians to embrace their individuality and express themselves through their style.

“My advice is to seek clothes that make you feel confident because nothing will look better than something you feel good in. It doesn’t matter what the trend is or what the style is, what matters is how you feel in it and how you would wear it,” said Brooke Boney.

My Style My Way launched on 9 May 2022 across QIC’s shopping centres including Robina Town Centre, Castle Towers, Canberra Centre, Eastland, and Pacific Werribee. Customers will be able to see Boney, Carseldine and Jowett as they visit key centres during the campaign’s two-month program of events.

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