FULL BLOOM: MYS TYLER X THE EMBRACE HUB
Stride into Spring with fashion inspiration that fits
Women of all shapes, sizes, backgrounds, and styles are invited to Full Bloom – the game-changing new festival of fashion aiming to transform the retail experience for all bodies, for the better.
Kicking off this Spring, Mirvac is partnering with body-positive fashion app Mys Tyler and body image experts Taryn Brumfitt and Dr Zali Yager of The Embrace Hub, to inspire people to dress with confidence through a series of one-on-one stylist consultations and an exciting calendar of film screenings, masterclasses, workshops and events.
From 1 September across Sydney, Brisbane, and the Sunshine Coast, Mys Tyler stylists will take up residency in bespoke spaces throughout select Mirvac Retail Centres, conducting masterclasses and workshops to empower women of all sizes, shapes, ages, cultures, and styles to love their bodies and dress with confidence. Shoppers will also be able to book complimentary one-on-one in-store professional styling sessions.
Seven Mirvac Retail Centres across New South Wales and Queensland will take part in Full Bloom: Mys Tyler x The Embrace Hub including Broadway Sydney, Birkenhead Point Outlet, Greenwood Plaza, Met Centre, Stanhope Village, Kawana Shoppingworld, and Orion Springfield Central.
Throughout the program of events there will be a total of 159 days of activation across two states, including 54 days of styling and more than 30 events. Twenty Mys Tyler stylists aged from their 20s to 60s, and from size 6 through size 22 will take part.
As part of Full Bloom, The Embrace Hub, a partnership between internationally recognised body image advocate Taryn Brumfitt and body image expert Dr Zali Yager will host EMBRACE KIDS documentary screenings, Q&A sessions, meet and greets and signings of the Embrace Kids book.
Featuring Taryn’s network of well-known celebrity friends including Celeste Barber, Jameela Jamil and Electric Fields, EMBRACE KIDS – scheduled for general cinema release on September 1 – is the latest instalment in the EMBRACE (2016) film series, bringing together a vibrant collection of stories and voices to entertain and inspire kids and parents alike.
Retailers will also be offered access to Feel Good Fashion training sessions. Run by Dr Zali Yager in collaboration with Mys Tyler Stylists, the sessions are designed to better equip retailers to support customers, through guiding discussion and responding to client’s comments about their bodies with compassion and understanding.
Mirvac Retail General Manager, Kelly Miller said: “Mirvac is thrilled to bring the Full Bloom spring campaign to life in partnership with Mys Tyler and The Embrace Hub.
“Full Bloom aims to inspire, educate, and help women feel confident in their bodies by merging professional advice and tips with the latest fashion trends from some of Australia’s most popular brands– from high-end fashion through to casual and activewear brands.
“We’re proud to bring together the incredible communities that both Mys Tyler and The Embrace Hub have nurtured to showcase inclusivity, diversity, and sustainability, all while taking crucial steps towards creating long-term, positive change in retail spaces and supporting local retailers’ growth.”
A fashion-tech start-up that matches like-bodied women from across the globe, Mys Tyler allows people to find fashion inspiration to suit their physical characteristics as well as their style. The app creates a better shopping experience by showing fashion looks that fit through a personalised feed of body-relevant content.
Since its launch in 2020, the Mys Tyler app has amassed almost 300,000 downloads and formed a powerful online community of body-diverse women globally, with a third of its audience based in Australia.
Through its ongoing partnership with Mys Tyler, Mirvac is getting behind the industry-wide focus to tackle some of the major challenges across the fashion business, including a $1 trillion returns issue and the lack of representation of real women across media.
Mys Tyler Founder, Sarah Neill said: “At Mys Tyler, we are all about creating content relevant for everyone, which has been made possible through fostering a passionate, inclusive, and diverse online fashion community.
“It’s a true fusion of the bricks and mortar and digital fashion worlds, which aims to change the retail experience of women for the better – making it a more comfortable, uplifting, and positive experience.
“Content creators on the Mys Tyler app are at the forefront of what’s new, uncovering what they like and assessing how the garments fit and feel, so that our online community around the globe don’t have to. However, there’s no substitute to meeting in real life, and through this collaboration with Mirvac we can facilitate impactful, real-world connections - providing an avenue for our community to see themselves and their fashion stories championed and represented.
“Full Bloom also provides an opportunity for our Contributors and stylists to access some of the biggest brands across international and Australian fashion.”
Kelly Miller adds: “As the future of fashion, Mirvac is committed to embracing the ever-evolving digital landscape. In particular, the use of technology for social good has proven not only an innovative solution for fits and returns, but it is also taking the shopping experience to a whole new level.”
Dr Zali Yager, the body image expert advising on the campaign adds: “The fashion and retail environment is a critical influence on the way that consumers feel about their bodies. There are so many things that retailers and brands can do to ensure that customers feel safe and seen as they shop online and in store. It’s good for our health and wellbeing, but it’s also good for business.”
The Embrace Hub co-founder and EMBRACE KIDS director Taryn Brumfitt says: “It’s alarming and heartbreaking that kids are being held back by how they feel about their bodies. We know that children start to take on messages about their bodies from age three, with recent studies suggesting that body image is the number one issue affecting our kids – and we want to be part of the solution.
“Covering topics including social media, photoshopping, body image, bullying, ‘fitspiration’, gender identity and the influence of media and advertising on body image, EMBRACE KIDS explores the relationship children have with their bodies.
“Ultimately, we wanted to uncover why so many boys and girls hate their bodies, and what we can do to change that. By taking part in Full Bloom, The Embrace Hub is aiming to welcome parents and kids back to retail, while also giving them the tools to move, nourish, respect, and enjoy their bodies.”
In addition to EMBRACE KIDS screenings and daily styling consults, Full Bloom: Mys Tyler x The
Embrace Hub will be filled with inclusive fashion shows, Q&As, fashion and beauty offers and giveaways, panel events, and a series of inspiring fashion workshops that will deep-dive into topics including diversity in fashion, sustainability and reimagining your wardrobe, style through the ages, corporate dressing in a post-covid world, and confidence in the change room.
All proceeds from tickets sold to Full Bloom events will be donated to The Embrace Hub.
Mirvac acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Owners of the lands and waters of Australia, and we offer our respect to their Elders past and present.
Artwork: ‘Reimagining Country’, created by Riki Salam (Mualgal, Kaurareg, Kuku Yalanji) of We are 27 Creative.