David Jones tells Australians to ‘live outside the seasons’ in Autumn Winter launch

David Jones is urging Australians to embrace extreme temperature changes and unpredictable weather in its new Autumn Winter campaign.

The latest campaign, driven by American supermodel Karlie Kloss, is the first Autumn campaign since the departure of CMO David Robinson and marketing GM Victoria Doidge in May last year.


The Autumn Winter campaign appeals to the unpredictable Southern Hemisphere weather.

The latest campaign appears to build on the Spring Summer brand promise, ‘One Name: Endless Possibilities’, which promoted the diverse possibilities David Jones offered across quality, service and style.

Created by TBWA Sydney and Maud, the new ad features models Kloss, Ruby-Jean Wilson, Yifan Zhang and Zoe Bernard as they amend their outfits based on significant temperature changes which can occur in the Southern Hemisphere during the Autumn Winter Season.

The spot sees Kloss eating an ice-cream in a summer outfit before it disappears quickly as a storm approaches.

As each model experiences the different climate changes in Australia the voiceover at the end says “Whatever the weather, whether we like it or not,” followed by the new Autumn Winter tagline ‘Live outside the seasons’.

Directed by London’s Ujin Lin, the ad aim to encourage Australian to appreciate the reality of Australia’s unpredictable weather.

David Collins, group executive of merchandise, said in a statement: “With international supermodel Karlie Kloss as this season’s face; our campaign has showcased our exclusive Australian and international designers and their strongest pieces from AW17, displaying the versatility of our ranges in dressing and across climates and seasons.”

International super-model Kloss sits at the forefront of the campaign.

International super-model Kloss sits at the forefront of the campaign.

The campaign will also roll out in print and will feature David Jones ambassadors Jessica Gomes and Jesinta Campbell.

The autumn campaign will focus on trends such as bomber jackets, vintage-inspired florals, blush and dusty pinks across big designers including Zimmerman, Carla Zampatti, Camilla, Romance was Born.


  • Creative agency: TBWA Sydney/ MAUD
  • Production company: Exit Films
  • Film director: Ujin Lin
  • Still photographer: Hannah Scott-Stevenson
  • Stylist: Thelma McQuillan
  • Music Production: We are Cotton Club
  • Composer: Henry Parsley

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