David Jones celebrates denim with new youth-focused fashion campaign

David JonesDavid Jones has launched a multi-platform youth-focused fashion campaign aimed at highlighting its portfolio of denim brands.

The campaign, created by Whybin\TBWA, is centred around a mini catalogue which is meant to act as a guide to help consumers match denim with their personality. It is comprised of 24 images featuring David Jones youth ambassador Montana Cox along with models Rob Moore and Victoria Lee.

The full ‘Denim Destiny’ guide is running as an insert in Elle magazine and hero images from the series are also being used in various youth fashion print and online executions over the month, with the creative carrying through to in-store.

To complement the campaign, consumers can discover their ‘denim destiny’ by visiting a micro website and selecting personality traits they most identify with. The site then allows consumers to click through to purchase their ‘denim destiny’ via the online store.

David Jones general manager of marketing and communications Victoria Doidge said: “The denim campaign is an important component of our youth marketing strategy. From the development of the ‘Denim Destiny’ creative concept to the interactive digital element and the in-store eventing it has been approached with a young dynamic consumer in mind.

“We’re excited to launch a sexy campaign that really speaks to our unrivalled selection of denim.”

Selected stores will feature a pop-up bar, DJ, denim-clad dancers and a Napoleon Perdis Denim Beauty Bar to further enhance the campaign. AG Adriano Goldschmied will be bringing to life the global ‘Ballerina Project’ with a live ballerina installation in the Elizabeth Street store on Thursday March 4 from 5.00pm to 7.00pm and Levi’s will offer a free customisation service at the Levi’s Tailor Shop in the Market Street store for anyone who purchases their products from March 1 to March 8.


  • Creative: Whybin\TBWA
  • Media: Carat

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