Centro Roselands in Sydney has launched a new magazine and marketing initiative, whereby staff and shoppers can receive makeovers and sessions with a personal stylist.

Customers will be treated to a series of fashion and styling stage shows, hosted by television personality Donny Galella, where can pick up styling hints and tips. They will also have the opportunity to win makeover prizes and a sessions with Galella.

The initiative is brainchild of Centro Roselands marketing manager Marina Majeran, and was inspired by the shopping centre’s tagline ‘Be the best you can be with what you have’.

The makeover project coincides with the launch of Roselands Style magazine in September. The magazine is designed to enhance customers’ in-centre shopping experience, and will include content from centre retailers as well as style and fashion tips, such as shopping on a budget and behind the scenes images of makeovers.

Ms Majeran discovered the centre’s new style consultant via his racewear style blogs: She says “Donny wrote simply, with style and amazing common sense that made you feel ‘yes, I could do this, it is possible.’ I knew then this was the guy we needed - a commonsense, realistic approach to fashion and value; and all with great style.”

Galella, who has been seen on television shows inlcuding Sunrise, The Morning Show and That’s Why You’re Single said he was keen to help shoppers channel their inner ‘recessionista’, and educate people on how to look fashion-forward on a value-driven budget.

"I want to help shake the theory that it costs a lot to look good. We’re hoping women and men will realise that looking amazing does not have to cost a lot of money. We also hope that we can make people feel more confident about themselves. If we can have this positive impact on a handful of people, then we’d be thrilled.”