David Jones has unveiled its Mother’s Day campaign ‘She’s an Icon’, with Australian designer Camilla Franks and her family joining the department store for the event.
Franks will appear alongside her daughter Luna and her mother Narelle, who is a former stylist and fashion buyer for David Jones.
Each have been styled by Rachel Wayman and shot by Hannah Scott-Stevenson from Jones Magazine.
Franks will wear her own suit jacket and wrap skirt, valued at $1299 and $699 respectively, along with a Roger Vivier hat, and gourmette, link, and dangling necklaces from Celine.
Her mother will wear a Camilla waist-tie long kaftan, valued at $849, along with Gregory Ladner drop earrings and matching peal and metal necklace, as well as a Celine ‘Paris’ double necklace and an Amber Sceats ‘Brinkley’ necklace.
Franks’ daughter Luna will wear a Camilla tutu dress valued at $399.
Also included in the campaign is Australian skincare brand co-founder Ava Chandler Matthews alongside her mother Nicole Bonython-Hines, as well as a portrait of Yolngu woman and model Magnolia Maymuru who is breastfeeding her daughter Djarraran (Tili) alongside her mother Rosita.
David Jones GM of womenswear, footwear and accessories Bridget Veals welcomed the multi-generational mothers to its 2023 campaign.
“So many remarkable women have helped shape David Jones' 185-year history,” Veals said. “It is a pleasure to see generations of iconic women come together as we share the joy of what it means to be a mother or mother figure.”
David Jones said the campaign will be a "full 360 marketing plan", with placements and messaging across all key customer touchpoints. This includes a number of in-store experiences.
Its Sydney and Melbourne CBD flagships will host a Mother’s Day High Tea series and masterclass program, with 50% of proceeds donated to the National Breast Cancer Foundation.
Flower carts will also be set up at the Bourke Street flagship in Melbourne, Elizabeth Street flagship in Sydney, Hay Street in Perth, Queens Plaza in Brisbane, and Adelaide Central Plaza. Customers will receive a complimentary bunch of flowers when they spend $150 or more in-store on Saturday, May 13.