Miranda Kerr’s Myer jeans snap sparks speculation about David Jones’ future

A harmless Instagram pic of David Jones-aligned supermodel Miranda Kerr in Myer jeans has added to growing speculation about who may be finally winning the battle between the department store giants.

Brands and celebrity talent once synonymous with David Jones seem to be subtly shifting their alignment to rival Myer, following rumours the department store is going to be sold.

Designer Collette Dinnigan this week held a lunch to celebrate her candle collaboration with the 122-year-old store, and stars as the face of its Mother’s Day campaign.

Over the past 12 months other key David Jones talent have all promoted Myer.

These include Miranda Kerr, who was the face of David Jones for five years, Jesinta Franklin, who walked in their parade in 2015-16, and Cheyenne Tozzi, who was the store’s youth ambassador alongside sister and film producer sister Tahyna and has always been front row and centre at the store’s launches.

Kerr, whose Kora products are stocked in both department stores, recently attended a Myer event and shared numerous images of Myer brands during her recent whirlwind visit to Australia.

Miranda Kerr recently posted images of herself in Myer jeans on Instagram.

Collette Dinnigan at Myer’s candle launch on Friday night. Picture Supplied

Franklin has previously shared content across her social platforms for the store and was the face of its Beauty Campaign last year, sporting a pale pink wig.

Alyce Tran of In The Roundhouse and ex-The Daily Edited, both stocked at David Jones, attended the Myer Now For My Dream Fit denim event last month, alongside her stylist sister Caroline Tran and many other high-profile influencers.

There is speculation about the future of Woolworths Holdings’ plans for David Jones. Picture: Nikki Short

In recent months, luxury lingerie brand, Simone Perele, farewelled its exclusivity with David Jones and announced its introduction to Myer, while underwear brand Bendon will be returning to Myer from August 2022, along with luxury brand Pleasure State.

The trend comes after months of speculation Woolworths Holdings is planning to sell David Jones to offset its growing debt.

Insiders say there’s no denying David Jones is currently in a bit of disarray.

“When you are a business that isn’t firing fully it makes it harder to be bolder and go after things,” one industry source said.

“I hope that whatever happens with David Jones it gets resolved quickly because otherwise the business is going to suffer. Unless you have someone who is going to come in and take full control, it’s going to be a long up-and-down road for the next few years for them.”


Other industry insiders say Myer once had a reputation for being the less prestigious of the two stores but is slowly changing that perception.

“I don’t think Myer is purposely going after David Jones’ people or brands,” one said.


“At the end of the day people like Collette Dinnigan are business-minded people. They know where things are going to sell, and where the volumes are, and go for the best option for them.


“The perception and momentum of Myer has changed, they’ve struck the right balance of being aspirational but also relatable and attainable for the market.

“David Jones on the other hand, is positioned very high-end and I’m not sure that’s sustainable for department stores in Australia when we have designer boutiques in most shopping centres now.


“There’s also this quiet delivery of results that’s happening from Myer

at the moment and the influencer and retail community seem to be taking notice and are smart enough to understand business is business so they’re choosing to go to Myer.”