West sets its own trends

Tarneit's Jess Ricci, who runs a beauty and fashion YouTube channel. Photo: Damjan Janevski

Williams Landing, Truganina, Point Cook and Tarneit have the highest number of fashion conscious residents in Wyndham, according to a new study.
Data analysis agency Defin’d ranked Victoria’s most fashion conscious areas, using information from the Nielsen Consumer Media View survey and the Australian Bureau of Statistics.
Each area was given a score out of 100, based on the number of residents who kept up with the latest seasonal fashions or who are early adopters of trends or “classic” fashionistas.
The closer to 100 an area scored, the more “fashion forward” it was ranked. Carlton placed first in the state with a score of 99.
Williams Landing recorded Wyndham’s highest score of 74, followed by Truganina on 72, Point Cook (70), Tarneit (67) and Wyndham Vale (61).
Hoppers Crossing scored 56 and Werribee 53.
Werribee South, Little River and Mount Cottrell all recorded scores in the mid-40s, while Laverton North received a score of 31.
Elsewhere across the west, Footscray scored 77, Sunshine 67, Williamstown 57, Altona 56 and Melton 48.
Jess Ricci, a 22-year-old from Tarneit who runs a popular beauty and fashion YouTube channel, said the western suburbs had their own sense of style.
Ms Ricci, whose channel has recorded more than five million views, said the west had an eclectic fashion vibe thanks to its large numbers of young residents and cultural diversity.
“There is a bit less pressure to wear what everyone else is wearing, and I think there are a lot more independent individuals,” she said.
Ms Ricci also said the ability to purchase clothing online, along with places such as Highpoint and Pacific Werribee, meant there were plenty of shopping options.
Pacific Werribee marketing manager Tara-Lee Brown said customers were “becoming more and more style conscious”.
“Long gone are the days where residents of the west have to travel to the city for their premium fashion fix,” Ms Brown said.
She said this the last three years, the centre had undergone a $400 million redevelopment which brought international and big Australian brands to Werribee, in response to growing customer demand.
Pacific Werribee fashion expert, Chelsea Thomas fromthe IHeartBargains fashion blog, recently ran two styling sessions at the shopping centre.


Ms Thomas said the women who attended her styling sessions were to hear about current trends, what colours were in “right now” and which brands would suit their body shapes.
“The west absolutely cares about their fashion,” Ms Thomas said.
“I actually had to comment on many women in the audience who were wearing similar styles to what I was showcasing in my session, as they were quite up to date,” she said.
“I spotted some cool printed tees, slim fit denim, some gorgeous tailored shirts and I was happy to see some beautifully patterned wrap dresses – my personal favourite for a woman’s wardrobe – and also saw some metallic brogues amongst the crowd.”