Despite being laid up at home with a broken leg, David Jones' new chief executive Ian Nairn kicked off the retailer's first collection showcase since taking the reins last year with an event of King Kong proportions.
Brand ambassador Jessica Gomes ushered in the new era of David Jones dressed in a sumptuous white fur vest and '70s inspired flares by the doyenne of the Australian fashion scene Carla Zampatti. Far from the damsel in distress, she stormed the new, supersized catwalk with a choir of hipster looking drummer boys chasing after her, the fashion equivalent of an alpha dog marking its territory.
"I love dressing like a dude," a pumped up Gomes told Fairfax Media about the retailer's new bigger, brighter and bolder direction.
"This is very high end and editorial show and it's a real departure from other campaigns. I've never seen the stage this big, they are definitely making things bigger and better," she said.
Man-style suiting, oversized jackets and relaxed silhouettes are some of biggest trends for the upcoming winter months with labels like Jac + Jack, Willow and Zimmermann showing off blouses, pants and dresses which Katharine Hepburn would have happily worn while she was never explaining and never complaining.
The Studio 54 vibe of the show reached fever pitch when flares, ponchos, culottes and slouchy felt hats by Zampatti, Ellery and Manning Cartell came down the runway, followed diligently by bearded and tattooed gents in gold lame smoking jackets, leather suits and slim fit track pants by Jack London, Vanishing Elephant, Calibre and Bassike.
Sporty luxe has now cemented itself as the new little black dress trend of the Australian stylescape, with The Upside – Jodhi Meares' yoga and performance wear range – making its David Jones runway debut.
Off the catwalk, and the "Seven on David Jones" space in Sydney was transformed into a gritty Manhattan borough with bills posted on pillars while VIP guests, including Buddy Franklin's bride-to-be Jesinta Campbell and tennis great and reformed modeliser Mark Philippoussis, enjoyed champagne, espresso martinis and ate street food one would normally pick up after a late night out in the Big Apple such as the NYC equivalent of the "dirty street pie" – macaroni and cheese and hot dogs.
High-street brands which new Woolworths executives like Nairn are keen to promote, such as Country Road and Witchery were not shown on the catwalk on Wednesday and South Africa labels Studio W, RE: and JT One won't hit the racks until spring.
"This is a celebration of Australian fashion," David Jones group executive merchandiser Donna Player said.
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