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... and so does David Jones

THE last time David Jones launched its new fashion collection things got interesting for all the wrong reasons.
By · 30 Jan 2011
By ·
30 Jan 2011
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THE last time David Jones launched its new fashion collection things got interesting for all the wrong reasons.

Unfortunately the headlines weren't about hemlines, accessories or Miranda Kerr.

Publicist Kristy Fraser-Kirk had chosen the eve of the spring-summer launch to go public with the announcement of her sexual harassment lawsuit against the store and CEO Mark McInnes.

Next week DJs will launch its autumn-winter collection with its first public event since its annus horribilis in what will be one of the most closely scrutinised fashion events of the season.

Investors as well as fashionistas will be watching closely - the share price has held up and closed on Friday higher than when Mr McInnes was still with the company. But like fashion, which they say never stands still, David Jones has moved on and hopes to demonstrate - with a new management team in place and 30 new brands on board - that there is life after the scandal.

Gone is the daytime catwalk introduced three years ago when the GFC made it prudent to rein in the event. Also gone are fashion boss Colette Garnsey (Pacific Brands) and marketing chief Damian Eales (Westpac) as well as three brands, Simona, Escada and AG - in their place are 30 new brands including Pucci, Versace, Balmain, Lee Matthews and Therese Rawsthorne.

Next Tuesday night, 350 guests will nibble canapes and sip champagne at what will once again be an evening event, which returns to level 7 of the Elizabeth Street store - the same hallowed venue used for a state banquet for the Queen in 1954 and for Christian Dior's "New Look" launch in 1948, the first time Dior had ever shown outside Paris.

The new DJs team comprises Sacha Laing, general manager fashion and beauty; David Bush, womenswear; Deb Foreman, menswear, and Sophie Clark, accessories - between them they have more than 60 years of retail experience with the store.

Miranda Kerr will be absent for the time being as she nurses her new baby.

Designers and brands to feature on the DJs catwalk for the first time next week are Dion Lee, Project D (Dannii Minogue's new label), One Teaspoon, White Suede, Zanerobe and Jack London.

David Jones's main rival, Myer, will launch its autumn-winter collection at a Melbourne inner-city location that will be revealed on March 1.

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