The shopping centre group has teamed up with fashion photographer Brendan Freeman, who will capture portraits of people championing their own individual style.
Each participant will be asked to hold a sign with a word or words that they feel sums up their individual style.
Individuals looking to take part can either turn up on the day or be scouted by Models1 in advance.
Those portraits that best represent individual style will be included in a public exhibition by Westfield, named 50 Faces of Individual Style, which will pop up in Soho Square from 2-4 October.
The campaign is comprised of three phases – Inspire; which includes imagery also shot by Freeman as well as a short film, Involve; which encompasses the aforementioned pop-up; and Celebrate; the exhibition.
Myf Ryan, marketing director UK & Europe at Westfield said: "London is the epicentre of individual style. Walking through Westfield London and Westfield Stratford City, individuality is apparent through the vast fashion retail mix available and the varied style of our customers.
"With this in mind, we wanted to create a multi-dimensional campaign that our consumers could relate to by celebrating unique and distinctive style. We are really excited that renowned photographer Brendan Freeman will also capture 50 faces of individual style in our pop up photographic studio."
Individual Style Starts Here operates in line with Westfield’s overarching autumn/winter We Are Fashion campaign.
More pop-up campaigns at Westfield:
- Event TV: Westfield's Music Cube experiece returns to London
- In pictures: Westfield partners with Sennheister for music lounges
- Batiste opens styling salon at Westfield London
Comment below to let us know what you think.