"Fashion is at the core of our centres," spokesperson Julia Clarke said. "There has been the influx of the high-street international brands over the years but commitment to Australian designers remains a huge focus for us."

Westfield have begun appointing seasonal ambassadors, personalities with a broad appeal like Lara Worthington and Delta Goodrem, and this year sponsored Fashion Week shows for designers Alice McCall, who is a tenant, Toni Maticevski and macgraw.

Events targeting consumers, like the recent Wool Week installation and designer Q&A panels, instead of exclusive launches have also paid off in an increase in awareness and foot traffic for Westfield. However Clarke wouldn't rule out staging seasonal premieres as typically staged by Myer and David Jones. "There is a fairly consistent demand for fashion so we'd never say never," she said.

Meanwhile the latest development in David Jones' new, egalitarian evolution came this week with the departure of fashion boss and head of merchandising Donna Player.

Last year saw the introduction of new "private labels" sourced from South African parent company, Woolworths Holdings. Studio W and RE: Denim, were launched in Australia with all the razzle dazzle the industry has come to expect from a David Jones party. High profile models like Joans Smalls and Erin Wasson were recruited to talk up the new labels and show off the high-street wares.

Player, a long time champion of David Jones' Australian fashion pedigree, was sober in her take on the new home brand labels infiltrating the department store's hallowed floor.

"We know that our customers like to do that whole 'high-low' mixing so there are some fantastic pieces you can do that with," she said.

Private labels form a big part of Woolworth's South African business, however in Australia David Jones has traditionally been the home of high-end Australian designer fashion like TOME, Zimmermann and Alice McCall.

McCall, who has been stocked in David Jones for 12 years, is relishing her relationships with both the department store and shopping centre chain. "My Westfield Sydney store is my best performing boutique. I really want to grow our business through Westfield, the next campaign will be showcased throughout a range of centres which is great for exposure," she said.

This year Australia's sweetheart Jesinta Campbell was signed on as an official David Jones ambassador. A spokesperson that has mass market appeal, more than that of Sports Illustrated model Jessica Gomes and Australia's Next Top Model alumna Montana Cox. Since Campbell signed on she has been busy travelling around the country making appearances at various outlying stores, including the outlet at the new Pacific Fair precinct on the Gold Coast.

It's a change in direction that may irk DJs' rusted on high-end shoppers but could pay off for new boss John Dixon's bottom line who has installed long-time Woolworths South Africa lieutenant David Collins as Player's replacement.

Collins will join David Jones in August after 25 years in senior merchandise and commercial retail roles. For months retail analysts have suggested David Jones' private labels are the key to continual sales growth and a way to boost sluggish earnings, however it is understood his mandate is to "continue to do what we do, but do it better".