David Jones and Qantas Frequent Flyer came together to mark their new loyalty partnership, hosting the first-ever runway show inside Hanger 96 at Sydney Airport.
The department store unveiled its highly anticipated Spring-Summer ’25 collection, coming off the back of a newly inked deal between it and the national carrier, which unlocked more than 150 million reward points for members.
Australians can now earn and redeem David Jones Rewards Points or Qantas Points in-store and online. According to David Jones, every minute over 5,000 points are earned on premium fashion, accessories and beauty purchases.
“Since launching the David Jones Rewards program three weeks ago, we’ve seen a remarkable response with 100,000 new mobile app downloads, 50,000 new members, and more than 150 million Rewards Points already earned,” David Jones CEO Scott Fyfe said.
“Qantas Frequent Flyer members are already using their points on premium fashion, reinforcing our position as the home of Australian fashion.
“It’s a clear signal that Australians are embracing a loyalty program that delivers greater value and choice, supported by one of the most rewarding earn and burn propositions in the market.”
Qantas Loyalty CEO Andrew Glance said it is the most comprehensive loyalty partnership between two long-running Australian businesses.
“We know that one in two Qantas Frequent Flyers shop regularly at David Jones, and this partnership will unlock billions of points for our members and give them new ways to be rewarded,” Glance said.
“We’ve also seen a significant appetite from our ‘frequent buyers’ choosing to redeem their Qantas Points back on high-end fashion and homewares in addition to travel, which shows the value of this retail partnership to a broader group of Qantas members.”
Styled by Jess Pecoraro, the runway show featured over 90 looks, including leading Australian brands and a few world-leading brands. Key looks came from Aje, Anthony Squires, Alémais, Calibre, Camilla & Marc, Chloe, Isabel Marant, Khaite and Victoria Beckham.
The runway’s beauty direction was led by Tom Ford Beauty, Aveda and OPI, who curated all makeup, hair and nail looks seen on the runway.
The show was opened by Australian icon and Friend of David Jones Megan Gale, wearing a look by Rebecca Vallance, who was recently appointed to design the next Qantas uniform.
In an event-first, the runway was live-streamed on the David Jones Instagram account, with every look already listed on the department store’s website. Jono Ma ran music direction, and included a special performance by Australian singer-songwriter Kita Alexander.
“After returning from the international fashion circuit, I’m so proud to see the calibre of talent and creativity we have here in Australia,” David Jones’ executive GM of womenswear, footwear and accessories, Bridget Veals, said.
“What we’re presenting tonight easily stands alongside the great global runways, a confident, world-class showcase of design and innovation. The collections capture the optimism of the new season ahead, the beauty of travel, and the distinctive style our customers love. It’s a powerful reminder that David Jones is not only the home of Australian fashion, but also a destination for the best in international style.”