Square One thinks globally

The Toronto-area mall is tapping into social media style stars in a bid to become a fashion destination for Ontario shoppers.

Shopping centre Square One is looking to position itself as a fashion destination for Ontario consumers by partnering with several style influencers for a takeover of its Instagram and Twitter followings during the next few weeks.

The fashion month #SQ1Takeover campaign, led in part by agency NKPR, is meant to give the Mississauga, ON mall’s followers an inside look at fashion weeks around the world through the eyes of social media and style-savvy personalities.

The takeover kicked off Feb. 16 with fashion photographer Sophie Elgort using Square One’s social media accounts for a behind-the-scenes look at fashion week in New York. Fashion writer Kerry Pieri has also so far provided an inside look at London Fashion Week.

For its upcoming takeovers, Square One’s social media accounts will feature photographer Hanneli Mustaparta at Paris Fashion Week, and philanthropist Sylvia Mantella in Milan. Closer to home, fashion designer Erin Kleinberg will later take over the accounts for Toronto Fashion Week.

Each takeover will be slightly different, but all are meant to give Square One’s followers a more real-time look at global fashion weeks, as opposed to next-day round-up coverage, which is what most brands do, says Toni Holley, the shopping centre’s marketing director.

Each style influencer was chosen because they’re known globally but also locally, and have follower bases with women between 18 and 24, slightly younger than Square One’s usual target market of women between 25 and 45, she says.

The takeover campaign is part of Square One’s push to brand itself more on social media.

“We felt that that was one area of improvement for us at Square One,” she says. The shopping centre hasn’t done much social marketing before, so this takeover was really about gaining brand awareness.

In 2016, Holt Renfrew and Quebec department store Simons will both open locations at Square One, Holley says. “We thought let’s hop on fashion month, since we do want to [position] Square One as more of a fashion destination.”