David Jones aimed for high publicity as the company requested the presence of all as they streamed their Spring/Summer 2014 Fashion Launch on the night of Wednesday, July 30th on their Youtube page.
The live stream began with a countdown, and then a ‘live from the red carpet’, or as it was, the David Jones’ white carpet segment. The carpet saw designers such as sisters Nicky and Simone from Zimmerman, Camilla & Marc and newcomer to David Jones, Rebecca Vallance and her muse Bambi Northwood-Blyth.
David Jones‘ ambassador Jessica Gomes definitely made her gorgeous presence noted as she opened the show in a beautiful Manning Cartel number, another new name to the store. Alice McCall was a standout with a major 70s influence. Zimmerman closed the show with their beautiful Cloud Stompers collection. The range was originally presented as an autumn-winter collection during New York Fashion Week in February, explaining the darker and moodier feel than their usual look.
The launch was essentially a showcase of the must have trends of the upcoming season. Trans-seasonal was key with summer trenches, bikinis and biker jackets. Amongst the 240 looks, from 40 Australian labels, crop tops balanced with two new skirt lengths- maxi and the midi, often with thigh high slits were on point.
Black and white were the chosen palettes, with a few, including Camilla, Tiger Lily and Manning Cartel using colours to break up the collections. Bold colours were replaced with textures, prints and silhouettes keeping things interesting. Sheer and mesh fabrics, strategic cut outs and floral and animalistic prints were among the trends shown by labels including Bianca Spender, Ginger & Smart, Alice McCall and Carla Zampatti. Jets were a perfect example of the need for no colour additions with their strong monochrome ruffles and statement features.
Level seven of the Sydney flagship store was transformed to hold the runway, with the set inspired by the campaign concept of “Exploration”. The campaign was stretched across a range of media, catalogues, print, digital, social media and a short film. The film, shot by Jeffery Darling, an award winning Australian Film producer and director, starred the David Jones ambassadors Montana Cox, Jessica Gomes and Jason Dundas, all of whom walked the runway.
It is clear animal prints and mesh, a flashback to the 80s, and separates were the showcased key trends. While white is the colour of the season, reflecting the minimalist, sport luxe aesthetic.
Overall, David Jones streaming their Spring/Summer 2014 Fashion Launch proved a good move for the company to showcase a new season, but also a new start for the company after it was bought by South African giant Woolworths.