David Jones has launched an Australian designer campaign, in support of Showroom-X's #WeWearAustralian campaign.
The retailer has called on its friends and Australian designer family to participate in a virtual 'Together Apart' shoot, produced by fashion photographer Georges Antoni.
Shot via iPhone on Facetime in the talent’s homes and surroundings, the virtual shoot features the friends of David Jones styled in a range of established and next generation Australian brands including Academy Brand, Acler, Alemais, Anna Quan, Assembly Label, Bassike, Bianca Spender, Camilla & Marc, Calibre, Deus, Esse, Jac + Jack, Joslin, Thrills and Viktoria & Woods.
David Jones GM of womenswear, footwear and accessories Bridget Veals said the retailer was proud to support the campaign.
"We launched 'The Home of Australian Fashion' platform in August 2020 to shine a spotlight on our home grown designers and encourage consumers to think local.
"For 2021 it was fitting to continue this support by joining the industry-wide initiative of #WeWearAustralian to continue the conversation and celebrate the local industry.
"It is now more important than ever to think and support local when making purchasing decisions," she said.
Friends of David Jones featured in the campaign include Victoria Lee, Tom Derickx, Hayden Quinn, Adam Goodes, Magnolia Maymuru, Eleanor Pendleton, Nicole Warne, Cameron Stephens, Bree McCann and Nathan McGuire.
David Jones will also make a further donation to Thread Together on behalf of each participating brand as part of their commitment to the #WeWearAustralian initiative.
Showroom-X CEO and co-Founder Richard Poulson thanked David Jones for its support of the initiative.
"Showroom-X launched #WeWearAustralian in 2020 in response to an urgent need to support the Australian fashion industry struggling with the effects of consumer uncertainty and ongoing retail closures.
"Out of adversity often comes great strength, and the Australian fashion industry is creative and resilient.
"We are grateful to David Jones for their collaborative spirit in joining us to drive this year’s initiative.
"This is our dedication to industry," he said.
David Jones, friends of David Jones and participating brands began sharing the images across their social channels yesterday in support of the #WeWearAustralian campaign.