Behind the scenes at David Jones’ quasi music festival

The fashionable Prince of Australian rock and roll, Daniel Johns, teamed up with the nation’s retail matriarch, David Jones, on Wednesday to usher in an edgy new sartorial season.

Dressed head to toe in white linen, as if prophesysing the coming season’s trends, Johns was a living demonstration that the adage ’everything old is new again’ applies equally in fashion as it does to musicians.

After a long period out of the public eye, Johns almost stole the show from David Jones’ highly visible (and paid) model ambassadors, Jessica Gomes, Montana Cox and Jason Dundas, who bounced, strutted and preened to Johns’ new wave electronic wall of sound.

Opening the show with his latest hit single, We are Golden, an at-times emotional Johns showed he had lost none of his stage presence, closing out the fashion event with a high octane version of his hit Going on 16.

Getting the most out of their association with the musician (who cancelled all media engagements at the last minute), the retailer employed a world first, shooting the entire spring/summer 2015 advertising campaign using technology that rigged 42 high-definition cameras to Johns’ band’s instruments and his vocals.

Models showcases designs by Camilla.

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With every beat and lyric, images of DJs models clad in the latest looks from Australian designers were captured to the beats of We are Golden.

The theme, ’Shot by Sound’ was conceived in stages, says David Jones’ general executive of merchandise, Donna Player.

”We were responding to our customer who is edgier and connected and more fashionable than ever,” she said. ”We wanted a live musician who would thrill and inspire the campaign. And the Daniel’s name came up. He is a rock and roll god, he has this new and incredible sound, he is fashion all over. He is perfect and this campaign, the technology and the shoot is innovative, stylish and energetic.”

Gomes, Cox and Dundas sat down with Fairfax Media before the season launch and said they ”just wanted to rock out during the show”. (And they did).

The high-tech, shot-by-sound campaign was a ”game changer”, Cox said.

”It has never been done before and it was so exciting to be part of,” she said.

”He is an Iconic rock star and DJs is an iconic Australian store. It was a perfect fit,” Dundas said.

Referencing Hollywood director Cameron Crowe’s cinematic paean to ’70s rock culture, Gomes said: ”It was like we were in Almost Famous.”

”I feel like this launch and campaign are alive and gritty and real. It is the best I’ve been involved with.”

Jesinta Campbell, Sydney Swans star Buddy Franklin’s fiancée, also walked the runway, to the audible delight of the home-town crowd.

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