David Jones has unveiled its international and Australian designer womenswear floor as part of the $200-million redevelopment of the department store's Sydney flagship.
The floor mixes high end and "accessible" luxury international and Australian designer brands.
David Jones head of womenswear Bridget Veals with Carla Zampatti in the new womenswear designer floor. Credit: Steven Siewert
The department store has added 65 brands to its line-up, including Danish label Ganni and British brand Rejina Pyo, suiting label Tibi and tailoring and occasion wear brands Carolina Herrera and Toni Maticevski.
Carla Zampatti, who will next year celebrate 55 years in the fashion industry, said the new floor puts David Jones on par with international luxury department stores.
"I see it on par with Selfridges or Bergdorf Goodman … that is what David Jones will be when it is complete. [This floor] is a good start," she says.
Camilla Freeman-Topper from Camilla & Marc. Credit:Steven Siewert
"It's wonderful to have an upmarket department store back in Sydney again … our clients will love it."
The 3500-square-metre floor is the fifth floor to open as part of the redevelopment and features bespoke store-in-store concepts from the fashion brands.
Creating a "world" for a fashion label is something that Camilla Freeman-Topper, co-founder of Australian label Camilla and Marc, says is crucial to a department store's success.
"I think it's really impressive that you can kind of walk into each brand's 'world' and then step out and go into the next one. It's a really challenging thing to [pull off]," she says.
For Freeman-Topper, who will next month show Camilla and Marc's new collection at New York and Paris fashion weeks, says the David Jones in-store experience will immediately "give you an idea of what the Camilla and Marc brand represents."
Bridget Veals, general manager of womenswear and accessories, says the "curation" of the brands is what sets the floor apart.
"I think we've really managed to hit the balance between the best of Australian brands and international brands," she says.
Ms Veals says the luxurious seventh-floor shoe level at David Jones, opened late last year, has set the tone, and the standard, for the department store.
David Jones unveiled its third floor womenswear designer floor on Friday. Credit:Steven Siewert
"Everybody knows about the shoe floor when I travel … we've been really delighted at how many brands have approached us."
Early next month the department store will host Bright Night, an in-store party for 1500 guests, to celebrate its spring summer collections. The last of the womenswear floors will open on August 30.
The refurbishment of the 12-floor David Jones flagship is expected to be completed by mid-2020.
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