Westfield London has launched its first fashion prime-time TV ad as part of its multi-million AW campaign.

The “We Are Fashion” campaign ad started airing from 17 September 2012, during London Fashion Week. It is supported by a major collaboration with Vogue.

The 30 second advert will run on ITV and C4 until October 7 and will target the centre”s high fashion customer base. Myf Ryan, general marketing manager UK, said: “We are excited to deliver another season of firsts – from the first fashion TVC for Westfield London through to being the first shopping centre in the UK to support Vogue”s Fashion Night Out. With over 700 fashion brands, and the only shopping centre to house 40 luxury retailers at The Village, Westfield London is the destination for retailers, shoppers and tourists.”

Mariano Vivanco shot the commercial through Annex Films, with producer Hans Elias bringing in Rushes’; vfx designer Martin Goodwin, to work with the director to bridge the image design between the print and moving image elements.