At David Jones, we’re exploring extraordinary frontiers for Spring Summer 2014. A fresh season presents thrilling new directions just waiting to be discovered. A world of opportunity is spread out before us and the possibilities for reinvention are endless. It’s about stepping outside your comfort zone, delving into your personal style, and sampling all that the latest fashions have to offer.
Our latest collection is stronger than ever and bursting with potential. Each piece selected represents a story waiting to unfold, and capturing the spirit of adventure is a campaign produced on a truly cinematic scale. From the lofty proportions of a hot air balloon to the dusty tracks of a vintage Cadillac, a whitewashed sailboat or the sun-bleached pebbles of a distant shore, the arresting settings bring to life the most awe-inspiring locations on the planet.
As for the fashion, the creations on show have set our imaginations running wild. We’ve edited the runway trends with escapism in mind, so it only follows that the looks on offer are as exhilarating as they are wearable: pretty florals that speak of breathtaking romance, raw animal prints that move and sway to a tribal beat, and architectural white that provides a clean slate for any occasion this summer. Modern and innovative silhouettes are integral to the mix, and while the dress once again plays a starring role, separates take on a new importance via cropped shapes, the new length maxi skirt, and lightweight knits. For both women and men, texture is key.
On the label front, an exciting collection of local designers are joining us for the journey this season, including Rebecca Vallance, fresh from showing in New York, promising newcomer Strateas.Carlucci, and sister trio Manning Cartell. And as the weather heats up we’re introducing new swim brands N.L.P and Suboo, and activewear from Vie Active, Lorna Jane and The Upside.
After all, exploration goes hand in hand with a wardrobe that will take you wherever you want to go. Here at David Jones, we’re urging you to seize the moment and make the statement. For Spring Summer 2014, nothing is outside the realm of possibility. Style, as with any great adventure, is what you make it.
Donna Player, Group Executive of Merchandise