Wednesday, August 6, 2008

Front-of-house David Jones

Times might be tough, retail sales might have fallen by their biggest margin in six years and almost half of David Jones market value might have been wiped in 2008, but you couldn't wipe the smiles off the DJs crew last night at the SS0809 season launch.

With the exception of Collette Dinnigan's bodycon glitter finale, DJs looks to be hoping for a trapeze-led recovery.

The trapeze-line shift, voluminous babydoll, sack or smock has been on the retail horizon for well over twelve months. Consumers couldn't buy enough of them - much to the chagrin of many men, who decried their tent-like appeal as sexless. Some hoped to see the back of this trend.

But I lost count of the trapeze shapes last night at DJs.

Even DJs group general manager for apparel, cosmetics, footwear and accessories Colette Garnsey was rocking a hot pink Akira trapeze dress. Here's Garnsey with general manager womenswear David Bush, incoming fashion ambassador Miranda Kerr and the incumbent Megan Gale at the post-show press call:

Searing colour was also big news, the maxidress trend is not going away (as we saw at the Australian Fashion Week SS0809 shows in April), ditto florals, embellishment (even for men), feminine ruffles, a touch of Techno Tribal, leggings and 50s-look full skirts.

With not only the world's tenth highest-earning model as the retailer's new fashion ambassador, but also top international catwalker Alexandra Agoston and hot newcomers Sarah Stephens, Louise van der Vorst and Rachel Rutt, DJs' runway lineup was impressive.

Sarah Stephens:

Rachel Rutt:

Some of the other models did not seem terribly confident at all however. Some also looked a lot older than those models which the fashion crowd is used to seeing in most runway presentations, both in Australia and overseas.

Given that DJs recently banned under-18s from the show - when in seasons past it has employed models at least as young as 15 - that's hardly surprising.

Dinnigan's finale was particularly strong. Of course, she showed embellished cocktail dresses - that's her signature.

But these versions seemed shorter, sharper and more bodycon than ever before. The dresses reminded me of the Flapper showgirl costumes in Chicago.


Dataceptionist said...

I loved the white Alex perry shirt drsss. awesome, I wants it!

And Kerr looked fab in the blingy Dinnigan.

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