In what is being promoted as an Australian TV first, retailer David Jones and Foxtel’s Arena channel are televising the David Jones 2012 Spring/Summer Fashion Launch. The show will be shown a one-hour program, supported by branded content vignettes.The announcement:
11th July, 2012: Foxtel’s Arena channel and department store DAVID JONES will join forces to showcase the DAVID JONES 2012 Spring/Summer Fashion Launch exclusively on Arena. An Australian television first, the star-studded event will premiere on Monday, August 20th at 9.30pm as a one-hour special supported by a series of branded content vignettes.
DAVID JONES Ambassadors, Megan Gale and Jason Dundas, will unveil all from the iconic Elizabeth Street, Sydney store – then take viewers on a journey from model castings, fittings, celebrity red carpet arrivals, backstage interviews, to all the action on the runway.
Elizabeth Minogue, Strategic Integration Director, Multi Channel Network said: “The 2012 SPRING/ SUMMER FASHION LAUNCH production celebrates the fashion credentials of both Arena and DAVID JONES, perfectly aligning the brands’ consumer segments.
“It also demonstrates our commitment to delivering brand-funded content that reaches Foxtel consumers across multiple platforms. The broadcast will be supported by shorter-form content pieces from the show, on-air and online during the launch period, creating even deeper engagement.”
Damian Cleary, Senior Group Advertising Sales & Strategic Integration Manager at Foxtel Networks Australia said the partnership marks the first time the public has been invited behind the scenes of the exclusive fashion event. “The DAVID JONES parades are a coveted event in every fashionista’s social calendar and up until now they were only privy to the fashion elite. This Arena special will give viewers a front row seat as well as an inside look into what happens when Australia’s fashion royalty come together to celebrate the launch of a new season fashion.”
The event rounds out a growing and highly-popular portfolio of fashion programming across the Foxtel Networks Australia channels, including: Project Runway, Australia’s Next Top Model and The Rachel Zoe Project.
Also featuring at the event will be Ambassadors Miranda Kerr, Samantha Harris and Australia’s Next Top Model 2011 winner, Montana Cox; together with a host of Australia’s leading models all showcasing over 130 looks from this season’s hottest trends.
Designers on the DAVID JONES runway will include: Akira, Alex Perry, Calibre, Collette Dinnigan, Easton Pearson, Ginger & Smart, Gary Bigeni, Isola by Megan Gale, Lisa Ho, Kirrily Johnston, Ksubi, Romance Was Born Scanlan & Theodore, Thurley, Trelise Cooper, Dion Lee, Josh Goot, Lover, Willow and Zimmermann to name a few.