David Jones Goes Full On Denim In New Campaign

David Jones Goes Full On Denim In New Campaign
SHARE
THIS



David Jones has revealed a new multi-platform youth-focused fashion campaign called ‘Denim Destiny’ to celebrate its unparalleled portfolio of denim brands.

In addition to the above-the-line component, the next month will see David Jones execute a number of customer activations and experiences both in-store and online, dedicated to this wardrobe staple.

Highlighting this season’s denim trends, Denim Destiny centres around a mini-catalogue that acts as a guide to help consumers unlock and enhance different aspects of their personality by finding the perfect denim. It is comprised of 24 striking images featuring David Jones youth ambassador Montana Cox along with models Rob Moore and Victoria Lee. The models are pictured against an arresting black and white geometric backdrop, in tarot-inspired poses to represent the various ‘denim personalities’ including The Lovers, The Empress and The Dreamer.

DJs denim destiny girl DJs Denim Destiny man DJs denim destiny Montana denim destiny hero

The full ‘Denim Destiny’ guide is running as an insert in Elle magazine and hero images from the series are also being used in various youth fashion print and online executions over the month. The campaign creative will also carry through to in-store where it will inspire a series of windows and be represented on the shop floor.

To drive further engagement with the youth audience ‘Denim Destiny’ campaign will be bought to life via a personalised digital experience. Customers can identify their denim destiny by selecting the personality traits they most identify with and then share their destinies via their social media channels or click through to purchase via the online store.

In-store theatre will provide another touchpoint for customers, with selected stores featuring a pop-up bar, DJ, denim-clad dancers and a Napoleon Perdis Denim Beauty Bar. AG Adriano Goldschmiedwill be bringing to life the global ‘Ballerina Project’ with a live ballerina installation in the Elizabeth Street store on Thursday, 4th March from 5.00pm to 7.00pm. Meanwhile Levi’s® will offer a free customisation service at the Levi’s® Tailor Shop in the Market Street store for anyone who purchases their products from 1st – 8th March.

David Jones general manager marketing and communications, Victoria Doidge said, “The denim campaign is an important component of our youth marketing strategy. From the development of the ‘Denim Destiny’ creative concept to the interactive digital element and the in-store eventing it has been approached with a young dynamic consumer in mind.

“We’re excited to launch a sexy campaign that really speaks to our unrivalled selection of denim.”

Image via Retail Design Blog.

 

Please login with linkedin to comment

Clemenger BBDO Sydney Sorry

Latest News

Women In Print Starts New Chapter & Finds New Home
  • Media

Women In Print Starts New Chapter & Finds New Home

Women in Print has re-launched itself this week to take on the year, and future ahead. A refreshed brand, website, calendar and team are leading the way with Women in Print also announcing a new partnership with The Real Media Collective. A new look, new management and new focus – Community, Knowledge, Network and Support […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.

ScoMo Rules Out TikTok Ban
  • Technology

ScoMo Rules Out TikTok Ban

ScoMo rules out TikTok ban, as Albo releases his latest unicorn, fairy dance video complete with cascading rainbows.

by B&T Magazine

B&T Magazine
Outdoor Industry Unites For Global #OurSecondChance Campaign
  • Campaigns
  • Media

Outdoor Industry Unites For Global #OurSecondChance Campaign

The global Out of Home (OOH) industry has today launched a campaign #OurSecondChance. The campaign asks simple questions about how we can make the most of the positive opportunities that have arisen out of the pandemic. Broadcast on OOH signs around the globe #OurSecondChance is collaboration between World Out of Home Organisation (WOO) and the […]

batyr & UM Take ‘Run For The Herd’ Virtual
  • Campaigns

batyr & UM Take ‘Run For The Herd’ Virtual

With the COVID-19 crisis affecting all crowd-based activities, youth mental-health charity batyr has devised the first-ever Run for the Herd Virtual Festival partnering with media business UM to bring the virtual event to life.  With the City2Surf event in Sydney, normally a big fund-raising opportunity for batyr, postponed this year, batyr has created a virtual event and with the support of UM are encouraging […]

QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]