“ABC’S OF STYLE”

With the new school year fast approaching, Simon, a global leader in retail real estate, and Teen Vogue, the number one source of fashion, beauty and pop-culture news for trendsetting teens, are hosting a series of back to school events at nearly 80 shopping centers across the country to get young people prepped to head back to class. Brea Mall’s kick-off “ABC’s of Style[SM]” festivities take place on Friday, August 22 from 2 p.m. to 6 p.m. in Center Court, helping families have fun while shopping for seasonal must-haves.

Simon’s ABC’s of Style events are presented by Unilever brands St. Ives, Simple and Q-tips in association with Coca-Cola and Fox’s new fall series RED BAND SOCIETY. The ABC’s of Style are a special feature of Simon’s broader collaboration with Teen Vogue on their “Back-To-School Saturdays” initiative, occurring at shopping centers throughout the month of August.

“This is an exciting time of year and as Brea Mall is the center of fashion in Orange County, teaming up withTeen Vogue elevates our back-to-school shopping season into a true fashion and entertainment experience that helps parents and students alike get set for the upcoming school year,” said Anna Cotter, Director of Marketing and Business Development at Brea Mall.

Brea Mall’s ABC’s of Style events will include various elements that create an unprecedented social shopping occasion, with young shoppers’ preferences top-of-mind. Featured activities provide exclusive, in-person experiences, including:

• Exclusive Style Guide: Get early access to an exclusive style guide from Simon and Teen Vogue, featuring fashion looks curated by style experts. Following the event, shoppers can also pick up a guide at Brea Mall’s Guest Services or access it online at http://simon-malls.publ.com/Fashion-Trend-Report.
• Fashion Show: Families will have a chance to view the hottest trends of the season on the runway and receive first-hand fashion advice from Teen Vogue. Models will showcase makeup from bareMinerals and the hottest hairstyles from Regis Salons.
• Special Musical Performance: Enjoy a “meet and greet” and live musical performance starting at 5 p.m. by the pop trio Before You Exit. Originally from Orlando, Florida, Before You Exit has toured with high profile acts such as Fifth Harmony, Cody Simpson, Olly Murs, The Wanted, and The Jonas Brothers. The band just released their new single, “Heart Like California”, which is available for purchase on iTunes along with their hit “Dangerous”. For more information on the band, please visit:www.BeforeYouExit.com.
  • Performance Admission: Access is free to the public and available on a first-come, first serve basis. Space restrictions may apply.
  • Meet and Greet Admission: Following the performance, around 5:30 p.m., the first 400 fans to line up near the stage will receive a wristband for access to a signing with Before You Exit. One wristband per person available. Fans must provide one item to be signed by the band. No photos with the band will be allowed. All personal cameras and cell phones are to be put away once wristbanded attendees reach the stage area.  Additional rules apply, and will be posted onsite at the event.
• Mall-Wide Discount Offers & Samples: Play free interactive games, watch a sneak peek of Fox’s new fall series RED BAND SOCIETY, get up-close and personal product demonstrations and walk away with free giveaways from St. Ives, Simple, Q-tips and Coca-Cola. The first 1,500 attendees can also pick up a SWAG bag at the registration table filled with other goodies and offers (while supplies last).

“We are thrilled to once again be collaborating with Simon during the all-important back-to-school shopping season,” said Teen Vogue Vice President and Publisher, Jason Wagenheim. “Through this alliance, we’re able to bring relevant and authentic fashion content to Simon.com and into consumers’ everyday mall experience—starting with Teen Vogue‘s Back-To-School Saturdays, but with much more to come. Simon’s ‘ABC’s of Style’ events are really the perfect complement to our BTSS initiative and we’re looking forward to bringing the excitement to many Simon shopping centers nationwide throughout the month of August.”

In addition to offering on-mall events, Simon will launch several digital-focused back-to-school elements that give students and their families the tools to gear up for school and stay connected to Brea Mall. Shoppers can impress Simon with their Back to School look using the hashtags #foundationsimon and #contest to be entered to win a $500 Simon shopping spree. Entries must be received by December 31, 2014, and official rules are available here: http://www.simon.com/foundatsimon-bts.

For more information about Simon malls ABC’s of Style events, visit http://www.simon.com/teen-vogue-style.