Kelly Osbourne fronts Westfield's campaign 'Today, I Am'

Style icon, Kelly Osbourne, has been announced as a Style Ambassador for Westfield Australia and New Zealand’s latest spring summer 2015 campaign, ‘Today, I Am’.

The campaign, which responds to today’s zeitgeist of androgyny, agelessness and empowering the individual who refuses to be defined, celebrates the freedom and expression that style can give, allowing individuals to embrace themselves and fashions ever-changing nature.

‘Today, I Am’ will launch a series of short films, dictating the way fashion and beauty has been used as a form of self-expression for Osbourne, and fellow Westfield Style Ambassador Lara Worthington, told through personal narratives.

“It’s important to have the confidence to wear what you want to wear and feel empowered to let your fashion choices evolve with your personal style. For me, ‘Today, I Am’ enables individuals to be who they want to be,” said Osbourne.

The campaign will feature collections by international and Australian designers, including Carla Zampatti, Country Road, Swarovski and MAC.

Westfield have also curated a 7-set collection, including Today, I Am Fearless and Today, I Am Free Spirited, which aims to gives shoppers style inspiration and empower them to wear what they want to wear. “It’s been an honour to be a part of a campaign which speaks to the restless nature of fashion and gives the freedom to individuals to define who they are in the moment the way they want to,” said Osbourne.

Osbourne’s ‘Today, I Am’ film will launch today, with an additional behind the scenes of her feature fashion film being released to celebrate the SS15 ‘Today, I Am’ launch. Additional films by Lara Worthington, Australian Fashion Film Award winner and director Gracie Otto, and Style Me Romy’s Romy Frydman to be released at a later date.

To unlock the extended behind the scenes of Kelly Osbourne’s fashion film available for just 24 hours, head to twitter and retweet @WestfieldAU @KellyOsbourne, using the hashtag #TodayIAm.

Words: Jessica Lunan