Over the coming weeks Cotswold residents may catch a glimpse of a curiously large, randomly located giant fuchsia pink stiletto. Measuring 12ft by 10ft, The Giant Shoe will appear at iconic locations across Gloucestershire emblazoned with Cheltenham Fashion Week branding.
For the first time ever, Cheltenham Fashion Week will transform The Cotswolds into the creative fashion capital of the South West. Cheltenham Fashion Week will celebrate the vast amounts of creative talent that exists locally. From the 17 – 21 September, Cheltenham Fashion Week will incorporate key events including talks from leading fashion icons and retailers, career seminars, student fashion shows, eBay workshops, a high profile VIP couture fashion show and a luxury shopping event at Cowley Manor.
On Sunday, The Giant Shoe Tour began at Art Couture Painswick on the fast paced, first leg of its journey. Over the next ten weeks the shoe will be visiting destinations including Cleeve Hill, Cheltenham Racecourse and Gloucestershire Airport to name but a few of its confirmed locations.
Intertwined with its movements will be photography opportunities and celebrity appearances, gradually circulating the word and creating a buzz that Cheltenham Fashion Week is coming soon. The shoe is also set to visit local schools and Cheltenham Fashion Week’s 2012 charity Hop, Skip & Jump. Patroned by Liz Hurley, the charity provides care for children with serious illnesses.
In the next few weeks the Giant Shoe is also set to appear in The Montpellier Courtyard, The Stuart Holmes Hair and Beauty Spa and various other locations around Cheltenham town centre. Cheltenham skyscraper Eagle Tower is also confirmed to host The Giant Shoe.
At different stages of the tour, The Shoe’s Crew by will be giving out legendary 7a brownies which will support a sub-campaign that is running alongside the Cheltenham Fashion Week Giant Shoe Tour:’You don’t have to be size zero to love fashion’. Cheltenham Fashion Week aims to involve everyone regardless of shape, size or age.
Cheltenham Fashion Week seeks to celebrate the vast amounts of creativity that exists within The Cotswolds. The Giant Shoe Tour will give Cheltenham Fashion Week a wide public reach bringing fashion to all of Cheltenham’s residents.
Sam Bawden, Creative Director of Cheltenham Fashion Week, said: “The shoe is phenomenal! It is a real eye catcher. It will create a really magical atmosphere around Cheltenham Fashion Week as The Giant Shoe appears, disappears and reappears at different locations. We are hoping that as people see The Giant Shoe in and around Cheltenham a whirl wind of Tweets and Facebook posts will follow.”