Target has launched its collection with John Paul Gaultier, unveiled at last night’s VAMFF show, and supported by a campaign by AJF Partnership Melbourne across outdoor, content and print.
The campaign was meant to feature Gaultier himself but unfortunately he pulled out due to illness, with the limited-release collection goes on sale today in Target stores and online.
But Gaultier was hardly missed, with the likes of Dannii Minogue, Fiona Falkiner, Jessica Mauboy, Nicole Trunfio, Giaan Rooney and Sonia Kruger all taking part in the fashion showcase.
The store’s parade featured on day three of the Virgin Australia Melbourne Fashion Festival.
The ‘Find Your Jeans’ campaign was also recently launched via AJF featuring brand ambassadors Jessica Mauboy, Sonia Kruger and Fiona Falkiner, as well as Designer for Target Dannii Minogue.
AJF executive creative director, Josh Stephens, said the campaign was based around insights that many women feel alienated by jean fits and sizes.
“Alongside the above the line activity the campaign is supported by an interactive, online, Denim Fit Guide, developed to help take the struggle out of finding the perfect pair of jeans,” he said.