David Jones will introduce over 65 new womenwear brands to its floors, as it unveils its spring/summer 2019 season preview today.
Speaking ahead of the event, David Jones womenswear GM Bridget Veals said it marked a new direction for the department store.
"As a first for us in a season with multiple moments of celebration, the season preview will unveil new retail spaces, over 65 new womenswear brands and marks an exciting new chapter for David Jones."
The spring/summer 2019 preview is currently taking place the the iconic Sydney Opera House, where 100 guests are taking in a runway presentation and intimate lunch.
The runway element will feature 23 international and Australian looks and a performance by Aria nominee Odette.
Featured brands include new additions Carolina Herrera, Toni Maticevski, Roksanda and Johanna Ortiz, alongside celebrated Australian designers such as Carla Zampatti, Ginger & Smart and Bianca Spender.
A noted addition to the event is the David Jones’ signature houndstooth, first introduced in monochrome in the late 1950’s and reinstated for the season in neon pink, blue, green and yellow.
The preview comes at a critical time for the department store's retail business.
This Friday will see the opening of the level two womenswear floor, home to brands including J Crew, Madewell, Country Road and Bec & Bridge.
Two weeks later, the international and Australian designer womenswear floor opens on level 3, with Level 4, home to intimates, swim and the Rose Clinic opening on the night of the September 4 launch.
The pinnacle will be the re-opening of the ground floor in early December with the completed Elizabeth Street Flagship grand opening scheduled for March 2020.
"We are thrilled to be bringing our famous Collections Launch runway direct to our customers on Wednesday 4th September 2019 at the unveiling of the new womenswear floors of our iconic Elizabeth Street Flagship," Veals said.
The new format which will see David Jones host 1500 customers for a consumer facing launch on September 4.
It will celebrate the arrival of the new season and the opening of all the womenswear floors at the David Jones Elizabeth Street Flagship Store in Sydney.
The celebration will see David Jones customers join celebrities, media, stylists and David Jones ambassadors for a night of entertainment, including a travelling fashion runway of the latest SS19 season looks, music and experiences.
Image via David Jones' Instagram.