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David Jones

Behind the Scenes: Watch This Space

The cool kids are on set. Officially, they're the talent for the David Jones Watch This Space campaign: 11 rising artists, including DJs and music producers creating sweet mixes and playlists, independent musicians on the verge of releasing an EP, an athlete/model with a face you'll soon see everywhere and more, much more. They are creators and curators, and are the voice of a generation with goals, aspirations and a definitive style to living out their dreams. Read on to find out more about the campaign.


When: 11-12 September 2015
Where: Sun Studios in Alexandria, NSW

The talent

11 creatives from different backgrounds, including music, dance, art and sport. Mostly based in Sydney, with the exception of UV Boi who flew in for the day from Brisbane, they're a group who know each other and of each other's work, whether it be playing at the same gigs, or share mutual friends in the industry. As actor/musician Sophie Lowe said in an interview with i-D magazine, "I was really excited to be involved, because I saw all of the other people on board and I really look up to a lot of them." Read more about each of the talent.

The team behind the shoot

Creative agency Whybin hosted the team, which includes seasoned photographer Rene Vaile, who had previously shot for the likes of ASOS and Wrangler; and stylist and long-time collaborator Kelvin Harries. Hairstylist Chris Coonrod and makeup artist Naomi McFadden created individual looks for each talent, whether it be funky braids for Luen Jacobs, a hot pink lip for KLP, or a winged eye for Amrita.

The fashion

The shoot showcased the top young fashion brands like MinkPink, Bec & Bridge and Keepsake. Denim was also well-represented including Australian brands Nobody Denim, and Neuw Denim, alongside international brands J Brand, Citizens of Humanity, and Articles of Society. Menswear brands The Academy Brand and Deus Ex Machina also took part. See all the looks.

The campaign film

Find out more about Watch This Space.