Ushering in the new season and departing from the expected, beloved fashion retailer David Jones unveiled its AW19 season: ‘The Art of Living’ at MONA in Hobart, Tasmania on Tuesday the 5th of Feb 2019.
The 180-year-old retailer invited guests to an immersive two-day experience that expanded past the traditional fashion runway format and delved into a broader breadth of categories including food, homewares, health and wellness.
Breaking beyond the parameters of the conventional, the dynamic event created an opportunity to showcase the best of local and international brands, inspiring a revitalised and considered approach to living.
A gourmet brunch at the stylish MONA eatery The Source set the tone for the three-part event. With a focus on food and home, the event’s introduction welcomed guests, and shone a spotlight on local Tasmanian providers, winemakers and artisan distillers.
Moving into the evening guests were invited to reconvene at The Void, set within the MONA gallery, for a spectacular runway showcase.
David Jones Ambassadors Victoria Lee, Jessica Gomes, Gemma Ward and Cameron Robbie walked the runway, offering an exclusive glimpse at this season’s exciting upcoming designer collections.
Globally loved botanical beauty brand Aveda teamed up with the leading retailer, creating the Autumn Winter 2019 hair look for the new season launch.
Aveda’s Creative Director for David Jones Terri Robertson-Kirkwood conceptualised a hair look embracing the expression of inner beauty to reflect the David Jones’ Autumn Winter Campaign ‘The Art of Living’.
“The hair look reflects the arts, that can be taken and adapted to any vibe – soft or glossy for romantic florals, sculpted and clean for gender fluid suiting, or high gloss and tight for power elegance”, she said. “I think this look has a couture feel, but can embrace the season’s trends and be adapted to create interest and make a statement.”
Taming the tresses of this season’s Ambassadors was Aveda Guest Artist Darren Summors, who worked to embrace the art of individuality. “This season was all about exploring the art of the individual, so for the girls (Ambassadors) it was all about bringing their personal creativity and individuality to the look”, said Aveda Guest Artist Darren Summors.
“I really wanted to break away from the norm with Victoria Lee’s runway look, she is so young, fresh and cool we needed a hair look to compliment this, by keeping the texture cool and undone compared to glamorous and bouncy.”
“Then keeping with Jess’s signature look we wanted to keep it undone, sophisticated but with a polished finish to accolade the clothing,” Darren added. “Her hair still has movement and life but without it being too groomed, it’s really about tailoring the finish to the individual’s hair type and texture.”
Phenomenally curated and executed, the evening’s fashion runway exemplified the Art of Living. Injecting vibrancy with bright colour palettes and bold prints, the new season collections from both international designers and home heroes look to be exciting and refreshing – a welcome departure from the darker palettes traditionally seen on the runway at this time of the year.
To wrap the event up, guests participated in a dedicated The Art of Wellness event – a replenishing and revitalising moment to reflect on the previous day’s events and relax before heading home. Focusing on wellness the event took place on the private rooftop lawn atop MONA, overlooking the stunning vista of Hobart.
“As Australasia’s premium retail destination, we are committed to innovation and differentiation,” said Bridget Veals, David Jones General Manager of Womenswear and Accessories of this season’s schedule.
“The launch of AW19 The Art of Living is designed to inspire our customers to shop across our categories as we showcase an exceptional range of the best of local and international brands. Tasmania has provided the perfect backdrop to the new season as we celebrate artful living and artisans alike.”
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