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Topshop and Kate Bosworth have tried to generate excitement over their collaborative efforts, first with the holiday campaign's #whosthatgirl big reveal, and then by hinting at a larger thing with all the trappings of a buzzy social media push. And now they've revealed it and it's...involved.
According to the Telegraph, "the campaign will center around 'the discovery of music,' with a series of secret pop-up gigs all over the world by both new and established artists. Tickets for the events will be given away randomly to lucky customers shopping on either a tablet, mobile or in store, and can also be won through a series of online competitions." Time to stir up that competitive streak.
Along with the contests and music and pop-ups and giveaways, they've released the 16-piece collection (previewed at Coachella on Bosworth here). Check them out in the film above called The Road To Coachella (better late than never) and lookbook shots below. And just like any good long-tease from a brand, more info on when and where these events are going down, plus further instructions on how to get there, will be announced in due time.
· Kate Bosworth Helps Topshop Celebrate Festival Style [Telegraph]
· Have You Seen This Torso? [Racked]