Launching as part of the This Is Edinburgh campaign, three brand new pop up shops are appearing in the city every Saturday until 19 April, alongside a roving street-style blogger who will hand pick the city's best dressed residents for a new 'Get the Look' blog.
New 'Dress Up Shops' will pop up in Grassmarket, The West End and on George Street, manned by an army of stylists offering free fashion tips and the opportunity to play dress up with items from a selection of Edinburgh's best shops under one roof - from unique boutiques such as Arkangel and Felon to designer destinations like LK Bennett and high street heroes including House of Fraser and New Look. A professional photographer will be on hand to capture new spring looks, providing a keepsake to inspire future outfits.
In addition to visiting the new Dress Up Shops, Edinburgh shoppers are advised to put their best foot forward while out and about on Saturdays, when they could be selected by fashion blogger, Laura Russell in her hunt to find the city's most stylish. Her pick of the best dressed will be featured on a new 'Get The Look' blog, packed full of street style photography and insider fashion tips from locals.
It is hoped the new events will draw more people into the city centre to enjoy Edinburgh's wide selection of shops, while also highlighting the vibrant sense of style of its residents.
Andy Neal, Chief Executive, Essential Edinburgh said: "Edinburgh is an incredibly stylish city and we want to celebrate not only the wonderful shops available on our doorstep, but also the great fashion sense of people who live here and know how to put an outfit together using a mix of local independent, designer and high street traders.
"I think the new Dress Up shops and street style blog will do a fantastic job of reminding people what can be gained from shopping local."
Laura Russell, Style in the City's blogger and stylist said: "What a fabulous event for fashion in Edinburgh - Style in the City is exactly what we need to get on the fashion maps of the UK. I'll be on the lookout for that quintessential Edinburgh style, mixing higher end items with one off pieces from independent stores or bargains from the high street.
"Everyone and anyone could come into my sights for the fashion blog. Great style is everywhere, no matter what age, no matter what size or gender. I can't wait to meet the stylish shoppers of Edinburgh, so hopefully people keep an eye out for me and get their best outfits on."
Alan Thomlinson, Store Manager of House of Fraser said: "We're delighted to be involved in Edinburgh's first Style in the City event. It's terrific to have such a variety of retailers, from high street favourites like House of Fraser, to the independent boutiques on Thistle Street and the Grassmarket, all working together to encourage shoppers to get out and explore their city centre."
The events are complemented by a new style map of the city, offering shoppers a series of routes to follow based on their own look and budget, available to download from www.thisisedinburgh.org.uk. Additionally, shoppers can follow fashion updates on Twitter and Instagram using #EdinStyle.