New York, July 29: David Jones last week, launched its Spring Summer 2016 campaign in line with a new brand promise, ‘One Name: Endless Possibilities.’
Photographed on a rooftop in New York and starring supermodel, Elsa Hosk alongside David Jones Ambassadors’, Jessica Gomes and Montana Cox, the SS16 imagery captures the intoxicating promise of new beginnings and an exciting new chapter in the department store’s rich history set against the dazzling New York City skyline.
To launch the season, a film shot solely by iPhone and directed by Emmy Award winning Director, Cinematographer and Executive Producer, Stash Slionski has been created.
The edit brings to life the pulsing energy of the city and features Jessica, Elsa and Montana alongside models Hyun Ju Shin and Izi Miller, who also shot for the campaign.
“Our new brand promise, ‘One Name: Endless Possibilities’ exemplifies David Jones as a brand, and what we offer to our customer,” says David Jones General Manager Marketing and Communications, Michiel Tops.
“There is only one name synonymous with bringing the finest of the world to Australia – that is David Jones, offering endless possibilities for quality, service and style.
“New York, as a fashion capital of the world, was the perfect backdrop to celebrate our Australian and international Spring Summer 2016 collection.”
With a creative team including Australian photographer, Emma Summerton and stylist, Jillian Davidson, the campaign imagery and short film showcase some of the most compelling runway trends against an iconic Manhattan skyline.
Whether it’s the bold revival of lustrous metallics, a millennial take on the 70s trend of retro prints and graphics, or the sultry suggestion of boudoir dressing, there is an imminent sense of new horizons and daring confidence present in the upcoming season.
Showcasing the impressive stable of brands available at David Jones, the campaign features exclusive Australian designers including Romance Was Born, Zimmermann, KitX, Ellery, Camilla, Christopher Esber, Camilla and Marc, Dion Lee, Carla Zampatti and Bec & Bridge who feature alongside international designer clothes and accessories from Proenza Schouler, Victoria Beckham, Valentino, Alexander Wang, Chanel, Rag & Bone and Stuart Weitzman.
Watch the SS16 campaign film to explore the possibilities the new season has to offer.
Spring Summer 2016 Trends for Women:
Metallic
Metallics have had a revival as the new body armour for summer. Suit up in iridescent shimmers of cool silvers, rich gold or deep bronze for a lustrous shine. Pair with a white tee and sneakers for a street style staple or take on a 60’s style jumpsuit for a flashy fashion statement. Wallflowers need not apply.
Ultra Pop
Tap into the 70’s trend with graphic, bold colour tones and timeless retro prints. A new expression, ultra pop embraces animated hues and daring silhouettes, including second-skin cut out dresses, technicolour patterns and geometric, sharp line silhouettes. Best worn with a care-free attitude, this trend is for the daring fashionista.
Boudoir
This summer marks a return to the 90’s penchant of boudoir. Lusciously languid shapes, elegant camisoles and pyjama-style trousers spell a new seductive mood this season. Think slinky silk dresses with soft, lace accents for the ultimate expression of sensual femininity.
Earthy Tones
Moving away from burgundy, this season is about bewildering reds and warm rust hues. Sunburnt skies are brought to life through rich textures and tapestries, including lace and muslin with beaded, intricate detailing adding unexpected layers to this smouldering shade.
Spring Summer 2016 Trends for Men:
Café Cuba
Unexpected prints in bold colour ways and lightweight fabrics epitomise the Cuban trend. The overall casual attire calls for loose fitting shirts and straight cut pants in natural textiles including cotton and linen, which lend themselves to endless summer days. The simplicity of the shapes is offset by bright, rich colour hues and patterns to evoke a self-assured sense of cool.
Jungle Tropic
A shade once reserved for combat, khaki is now part of the essential summer colour palette for men. Reinvented for the warmer weather in utilitarian-style pants and button up shirts, khaki is chic and relaxed when worn with neutral tones or flashy when paired with pop, bright colours. Multi-pocket jackets, boiler suits and casual co-ordinates ensure this trend is both wearable and everlasting.
Tech Utility
In a more streamlined approach, this trend embraces a neutral palette of slate greys, white and black with all-purpose sharp, functional jackets and tapered pants. Shunning embellishment and detailed tapestry, this aesthetic is underpinned by technical tailoring and no-nonsense design. The look is elevated through utility-detailing which are both practical and stylish for the modern male.
Indochine
Embracing the influences of orient cultures, lightweight denim and chambray fabrics in graded shades of blue speak to a casual, modern outlook. Simple is best when classic, masculine shapes are made interesting by unique, hand-sewn textures and chain-like stitching. A sartorial moment for laid-back men on the move, indochine calls out endless blue skylines and vast ocean views as this season’s inspiration.
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