Our sister publication AdNews reports on the latest advertising campaign from David Jones. Reporting by Pippa Chambers.
David Jones has launched its autumn/winter 2017 campaign in line with the proposition, ‘Live Outside the Seasons’.
American supermodel Karlie Kloss fronts the campaign and is seen transitioning between the dynamic weather conditions.
Kloss will also make her Australian runway debut at the David Jones autumn/winter 2017 collections launch.
This will be live via Facebook on February 1.
In November, AdNews reported how a British advertising and marketing veteran was secretly helping steer David Jones' marketing from the UK.
Steve Sharp, who ran marketing at British retailer Marks & Spencer for 10 years, was brought on board six months ago as a consultant.
He was appointed by David Jones CEO John Dixon, who took on the role in January and spent 25 years at the British retailer.
In May last year, David Jones revealed a raft of senior management changes that saw two of the retailers top marketers depart.
This included general manager of marketing Victoria Doidge and marketing, financial and customer insights executive David Robinson.
The departures occured in the same year the brand overhauled its marketing spend to focus it more on digital channels, as well as the brand launching a major brand push in music video form.
In July last year, David Jones also shot its spring/ summer campaign solely on an iPhone.
The latest campaign was shot by London-based film director Ujin Lin, whose previous clients include Zara.
Lin reated two motion pieces for David Jones set in varying conditions.
The spots follow Kloss alongside Ruby-Jean Wilson, Yifan Zhang and Zoe Barnard as they battle the elements.
Featured brands include Zimmermann, Carla Zampatti, Camilla, Lover and Romance Was Born.