Canary Wharf is being turned into the world’s biggest catwalk this weekend, with shoppers being scouted as models over four days of exclusive discounts at stores including The Kooples, Levi’s, Sandro, Paul Smith and Sweaty Betty.

Celebrity street photographer Jonathan Daniel Pryce will be snapping the most colourful characters shopping at over 40 fashion stores, with the most stylish shoppers becoming new faces of Canary Wharf’s Autumn fashion campaign – and winning £250 each to spend at over 300 shops, cafes, bars and restaurants in Canary Wharf, the ultimate 15 minute city as a place to work, live and play.

The four days of discounts take place from Thursday 9 September to Sunday 12 September and feature one-of-a-kind offers from retailers spanning fashion, beauty, fitness and homeware – including 20% off in-store at The Kooples, Calvin Klein, Orlebar Brown, Levi’s, Paul Smith, Sweaty Betty and Ted Baker. There is also up to 25% off on food and drink to fuel the shopping experience.

The exclusive Autumn Fashion Event deals at Canary Wharf comes a week ahead of London Fashion Week, and give shoppers a chance to experience life on the catwalk. The best dressed will be promoted to hundreds of thousands of Jonathan Daniel Pryce’s fashion followers ahead of the show.

Celebrity photographer Jonathan Daniel Pryce comments: “I’ve been photographing different characters on the streets of the four fashion capitals of London, New York, Paris and Milan, for over a decade, so my eyes are always tuned into finding interesting characters. Canary Wharf is a remarkable place to spot style as the location itself is incredibly striking and you can find so many unique personalities who come for the boutiques and designer stores. Next week all eyes will be on London for Fashion Week so in preparation I’ll be photographing some of the best dressed people in the area for the weekend event.”

Other retailers taking part in the fashion event include Claudie Pierlot, lululemon, Kate Spade New York, Toni & Guy, and Kiehl’s. The event will also feature a series of pop-ups, a colourful prism runway in the malls and live music throughout the event, which is free for visitors to attend. People will also be able to add a layer of drama and colour to their shopping selfies using Canary Wharf’s first ever Instagram filter to share their looks with their friends.

The most stylish shoppers scouted during the exclusive Autumn Fashion Event will win a £250 gift card to be spent in over 300 places in Canary Wharf, become new fashionable faces of the Autumn fashion campaign on Instagram and be promoted to hundreds of thousands of Jonathan Daniel Pryce’s fashion followers ahead of London Fashion Week. For more information go to https://canarywharf.com/whats-on/ or follow @canarywharflondon on Instagram.