David Jones is adding a new twist to its A\W 2016 collection by collaborating with the Sydney Dance Company and bringing fashion to life through music and dance.
To launch the season, a film directed by Clemens Habicht, the brains behind music videos for the likes of Bloc Party, Tame Impala and The Presets, has been created starring dancers from the Sydney Dance Company and choreographed by artistic director Rafael Bonachela.
Joining them on a carousel dancing to the Disclosure track ‘When A Fire Starts to Burn’ are David Jones ambassadors Montana Cox and Jessica Gomes, along with international supermodel Catherine McNeil.
“The partnership between David Jones and the Sydney Dance Company is a meeting of two brands who share qualities of innovation and spirit,” David Jones group executive merchandise Donna Player said.
“Performance and fashion are both timeless expressions of individuality so it was only natural we celebrate our new season pieces through dance for our A\W 2016 campaign.”
The correlating brand book images, shot by renowned photographer Beau Grealy on a dark mirrored set, capture the brand’s star cast, including the dancers from Sydney Dance Company.