When I think of Sportsgirl I think gingham checked drawstring shorts, corduroy a-line skirts and big white logo t-shirts – like the girls in Girlfriend used to wear. The fact of the matter is, those days (specifically, that most poorly branded decade of all time The Nineties) is way, way over and while some people are still jonesing on Stereolab and bad hair cuts, the rest of the world moved on – including Sportsgirl, my tweenage label of choice. Today the high street brand is launching a new flagship store in the new Westfield shopping centre at Pitt Street, Sydney (images below), as well as their personal shopping service the ‘Style Me Studio’. The fact it’s a free service takes the wank-factor and wealth-factor out of the whole ‘personal stylist’ concept making it something accessible to everyone – that said, would you actually use a service like this? Or is that like the fashion world equivalent of online dating?
Inside the new Westfield Store at Pitt Street, Sydney
Style Me Studio
STYLE ME STUDIOS
Where: Sportsgirl superflagships (Pitt St NSW, Bourke St VIC, Chadstone VIC)