David Jones has announced a public search for a guest blogger to ‘Write with DJs’ as part of ‘The Fashion Project’, a multichannel campaign designed to leverage its sponsorship of the Virgin Australia Melbourne Fashion Festival (VAMFF) from march 14-22.
‘The Fashion Project’ comprises of three multichannel activations designed to engage a youth audience
while reinforcing David Jones’ youth fashion credentials. ‘Write with DJs’ is the second component of the
campaign and will give the winner an opportunity to be published on the department store’s popular blog
‘DJSTYLE’ which is read by thousands of people each day.
In its second year, ‘The Fashion Project’ launched in early February with a public model casting – ‘Walk
with DJs’, and will be followed with ‘Write with DJs’ and finally a unique masterclass with industry leaders in late March – ‘Discover with DJs’. Following last year’s success, including strong participation from the youth audience and an increase in sales for the target categories, this year’s campaign will include the new ‘Write with DJs’ competition.
‘The Fashion Project’ aims to support young Australian talent in the fashion and creative industries, and
indirectly drive sales and awareness for David Jones’ offering in the Young Designer and Urban fashion
David Jones general manager marketing and communications, Victoria Doidge, said: “David Jones is
invested in nurturing Australian talent, and that is at the crux of ‘The Fashion Project’. We want to give
aspiring models, bloggers, designers and buyers access to the industry’s very best and a platform to assist
in developing their talents.”
“It is a highly engaging campaign that we are proud to deliver in an even bigger way this year with ‘Write
with DJs’ – a great addition to the campaign given the prolific rise of bloggers. It is a marketing campaign
but it’s also a legitimate step-up for young people in the fashion industry, offering incredible real-life
experiences and opportunities to our young customers.” Ms Doidge said.