David Jones enlists Sydney Dance Company performers for next instalment of #itsinyou

Department store David Jones has enlisted dancers from the Sydney Dance Company to support ambassadors Montana Cox and Jessica Gomes to showcase its Autumn/Winter fashion range.

A video forms the centrepiece of a stylish new campaign created by Whybin\TBWA Sydney – the latest in the #itsinyou series – which was shot by renowned music video director Clemens Habicht, while the company’s artistic director Rafael Bonachela choreographed it.

“The partnership between David Jones and the Sydney Dance Company is a meeting of two brands who share qualities of innovation and spirit,” said Donna Player, David Jones group executive merchandise.

“Performance and fashion are both timeless expressions of individuality so it was only natural we celebrate our new season pieces through dance for our A\W 2016 campaign.”

The video sees dancers from the company performing to Disclosure track ‘When A Fire Starts to Burn’ while Australian supermodel Catherine McNeil also appears in the video.

The theme is carried over into the catalogue for the brand which was shot by photographer Beau Grealy on a dark mirrored set including dancers from the Sydney Dance Company.


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