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:: Spotlight :: David Jones Spring Summer 2010 Fashion Launch in Sydney

By: Carmine Pascuzzi; photos from

Celebrating one of the greatest collections of Australia’s leading brands, this season saw David Jones proudly welcome the Summer 2010 Fashion Launch to its flagship Elizabeth Street store in Sydney. Guests made their way through six floors of the greatest portfolio of Australian and international brands - arriving at the famous David Jones ‘on seven’ space which was completely transformed into a chic, French style salon adorned with hundreds of roses in blush and nude tones including - the polar, faith, trust and amnesia varieties. Glamorously set amongst the mirrored, deco architecture of David Jones’ heritage building guests experienced an intimate ‘at home’ style show bringing them closer to the fashion and the runway than ever before.

This season the David Jones runway featured the most impressive line up of Australian models to launch the new season. Internationally renowned catwalk sensations Nicole Trunfio and Alexandra Agoston were joined by other high profile Australian models who all walked exclusively for David Jones.

Australia’s leading designers and members of the David Jones fashion family were in full force, including: camilla and marc, Akira, Alex Perry, Alannah Hill, Bianca Spender, Calibre, Carla Zampatti, Collette Dinnigan, Easton Pearson, Fleur Wood, Ginger & Smart, Lisa Ho, sass & bide, Scanlan & Theodore, Thurley, Trelise Cooper, Willow, Jets and Zimmermann.

Marking their first season at David Jones, brother and sister design duo camilla and marc opened the show with their signature looks of luxe fabrications, clean tailoring and modern silhouettes setting the scene for the polished, sophisticated and high fashion runway show. Celebrating the depth of brands and fashion signature to David Jones, the closing featured a special composition of nude and blush tone looks from David Jones’ leading designers.

With more than 180 outfit changes on 38 of Australia’s leading models, Kelvin Harries brought the Spring Summer fashion to life with intricate styling and bold statement accessories. Exclusively for the David Jones Summer 2010 Fashion Launch, shu uemura ‘International Make-Up Director’, Uchiide-San travelled from Japan to direct the show make-up. Uchiide-San headed up a carefully selected, elite group of ten shu uemura make-up specialists who worked their magic bringing the incredible looks to life. From 4.00am, the shu uemura team practiced the shu uemura intricate make-up application technique for 6 hours involving over 1000 brush strokes. Three ‘mode’ make-up looks - ‘Bold Beauty’, ‘Romance is Back’ and ‘Youthful Edge’ were created exclusively for the David Jones runway. Inspired by the intense colours of the Australian Summer, custom made ‘gold space twist’ lashes captured the ‘Youthful Edge’ make-up look, creating an ultra-feminine expression, with a glistening, sun-kissed finish.

A champagne brunch was served by renowned chef Guillaume Brahimi directly following the runway show. Guests sipped on Veuve Clicquot Rose as they enjoyed a delicious menu signature to Guillaume including a trio of sashimi, mini brioche with smoked salmon, cucumber and fresh horseradish cream, chicken waldof sandwich, Guillaume’s sausage rolls with truffle and pissal adiere of tomato with fresh goats curd. For something sweet there was a delicious selection of salted caramel, passionfruit jelly, mini strawberry tart and rose petal macaroon.

Here are pictures from the event.

Red Carpet arrivals

Sara Groen Kate Waterhouse
Fleur Wood Alexandra & Genevieve Smart
Camilla Franks & Shelly Horton
Erika Heynatz Dion Lee
Sarah-Jane Clarke & Bianca Spender Megan Gale

Fashion Parade

camilla & marc
AG by Arthur Galan
Bianca Spender
Akira Alex Perry
Ginger & Smart
Carla Zampatti
Easton Pearson Jets by Jessika Allen
Collette Dinnigan Fleur Wood
sass & bide
Lisa Ho
Isola by Megan Gale
Zimmermann Swim
Trelise Cooper Scanlan And Theodore