With more lace than your grandmother's good room and more layers than an onion, David Jones launched one of its strongest winter campaign's in Sydney on Wednesday.
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The department store's behind-the-seams shake-up, which saw long-serving merchandise and fashion boss Donna Player replaced by Woolworths South Africa stalwart David Collins last year, has paid off, as the upcoming seasonal showcase was a comprehensive catalogue of Australian labels, international designer wear, accessories and wedding dresses.
While a bridal section is trickier to execute than a homemade pavlova – it's a fine line between a fairytale moment and suburban wedding expo vibe – the retailer showed off a handful of fluffy looks by Monique Lhuillier, Carolina Herrera and Oscar de la Renta with a finale that was more entertaining than an episode of Married at First Sight.
When the temperature drops, layering, ruffles and bell sleeves louder than the ones that provided the soundtrack to the show staged outside St Mary's Cathedral, will be must have wardrobe staples.
New brands to the David Jones stable, including macgraw and Karen Walker, whom Collins poached from rival Myer, added youthful vibrancy with pastel pea coats, wet-look leather suits and shift dresses adorned with Victorian collars.
"I was introduced to the macgraw girls at Paris Fashion Week last year as part of the Australian Fashion Chamber's pop-up. They are the next generation of local designers who have a really unique take on fashion, which makes them perfect for David Jones here and in New Zealand," Collins told Fairfax Media.
There will be no escaping velvet or pyjama-dressing – a trend that has lingered like a stain on the carpet of Studio 54 for several seasons now – with wide-legged, high-waisted pants and furry blouses continuing to dominate thanks to Carla Zampatti and Bianca Spender's '70s-inspired collections.
The style icon for the cooler months will be the "dancing woman" emoji, so expect more ladies in red than even Chris de Burgh would know what to do with, as fire engine red ruffled dressed by Romance Was Born and textured fabrics worn head-to-toe by Scanlan & Theodore will be de rigueur.
Former Victoria's Secret model and self-described "nerd", Karlie Kloss, opened the show and will appear in the store's winter advertising campaign for a rumoured fee of $1.5 million. Representatives for David Jones wouldn't be drawn on the sum. Meanwhile in the front row, hotelier Justin Hemmes, Lara Worthington and actor Elizabeth Debicki were VIP highlights.
