David Jones has been deflowered of its pure high fashion status only to blossom into a store pregnant with style thanks to the retailer welcoming Studio.W to the fold on Thursday.
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Studio.W is the first of three "international labels" David Jones will be carrying – a symptom of the department store's sale to South African owned Woolworths last year.
The new brand is considered a Woolworths "home brand" which was launched back in 2003 but, rather than budget looks, the label will target the fashion conscious buyer who mixes expensive designer pieces with affordable fashion.
"I had a customer tell me in Melbourne that she'll invest in one thing per season then work it with pieces with a lower price point – like a pair of J.Brand jeans with a Studio. W soft blouse," Woolworths' fashion liaison with David Jones Darren Todd said.
The debut Australian range boasts wardrobe staples in neutral tones, think Chloe during the Phoebe Philo era. Colour also makes an appearance with splashes of wattle yellow and Great Barrier Reef coral. The versatile collection featuring lightweight blazers, white linen shirts and utility dresses will look at home in Bali, Byron or even at a modern day picnic at Hanging Rock.
Victoria's Secret model and #8 on Forbes Magazine's "World's Highest-Paid Models" list Joan Smalls is the face of the brand and starred in the show alongside DJ's darling Jessica Gomes. Smalls led by example working the red carpet in Studio.W short shorts and Lanvin asymmetrical top.
"They have a very clean, modern aesthetic and nice drapey fabrics that make great wardrobe pieces like shorts and cigarette length pants. One of the greatest things is that it is incredibly well priced, they start at $29.95 and we know that our customers like to do that whole 'high-low' mixing so there are some fantastic pieces you can do that with," David Jones General Executive of Merchandise Donna Player said.
While Australian customers will get to experience Studio.W and two other Woolworths labels that will be rolled out in the coming weeks, South African shoppers are already snapping up David Jones' stable ranges Country Road, Trenery and Mimco.
