DJ's gets another dose of patriotism
Along with the addition of high-profile eveningwear designer Alex Perry, the stalwart has added a further six new Australian lines to its autumn/winter 2007 fashion offering.
After a successful debut with the department store last season, womenswear brands Mad Cortes and Nina Maya will release their first winter collections along with menswear designer Sam Elsom, urban label Mambo and underwear brand Thousand Reasons.
Local denimwear phenomenon 18th Amendment - which has garnered a loyal following across the UK, US and European markets - will also join David Jones for the first time while designer Kit Willow will re-introduce her lingerie line following a brief hiatus last season.
David Jones general manager for men's and women's collections David Bush said the department store would continue to build on its portfolio of Australian brands.
"We're great supporters of Australian fashion and our consumers have responded well to their collections. We've also expanded our young fashion assortment and are trying a number of things in that department this season."
This includes expanding its stable of denimwear brands with UK-based label Rock and Republic coming on board for the first time. Unisex youth brands Industrie and Lacoste, both introduced in spring/summer 2006, would also be brought along for autumn/winter 2007.
Mad Cortes co-founder Ameli Tanchitsa said it was David Jones's preference for cutting-edge design that prompted him to target it over other competitors.
"We approached David Jones simply [for] the exclusivity that comes with being part of selected brands and an alignment with our target market. We are certain that it will immensely help raise our profile nationally."
This was also the case for Elsom who described David Jones as more "exclusive and educated" than its rivals.
Alongside boosting its stable of Australian designers, Bush said the department store would focus on stocking key international looks for winter. These included 'Sweet Sixties' (mod coats, boots, black tights), 'College Days' (knits, sweatshirts, hoodies, knitwear) and 'Modern Couture' (tailored skirts, dresses and feminine corporate wear). Bush said Grey and gold would be the colours of the season.
"We've tried to cater to as many age groups as possible and this has translated across both the menswear and womenswear collections."
The autumn/winter 2007 ranges will start to appear in-store from mid-February.