David Jones' new private label venture will launch with an international star.
Studio.W is set to launch into David Jones and the Australian market with internationally acclaimed model Joan Smalls leading the runway for the August 20 show.
Smalls is the face of Studio.W, and will be joined on the catwalk by David Jones ambassador, Jessica Gomes.
Studio.W has already been introduced into the market ahead of its formal unveiling.
The brand includes a range of men's and women's clothing, accessories and shoes.
Prices in the women's category range from $19.95 for briefs to $199.95 for a lamb leather pencil skirt.
Reflecting the aesthetic of the brand, Studio.W will launch against an urban backdrop, reminiscent of the new season cityscape campaign in the iconic space of On Seven at David Jones.
The runway will be all white against the black backdrop of the space, with campaign images featuring Smalls projected onto a large screen.
The guest list for the launch includes Samara Weaving, Cheyenne Tozzi, Carissa Walford, Ian Thorpe, Zac Stenmark, Ksenija Lukich, Renae Ayris, Monika Radulovic, April Rose Pengilly, Sheree Commerford, Maggie Tabberer and Margaret Zhang.