Alex Perry dumped from David Jones, replaced by Martin Grant

DEPARTMENT store David Jones have "deleted" high-profile designer Alex Perry, replacing him with the man who designed the Qantas uniforms.

Miranda Kerr modelling the Qantas uniform in April, designed by Martin Grant.

DAVID Jones has celebrated the signing of designer Martin Grant after having "deleted" high-profile designer Alex Perry.

David Jones has held an intimate fashion parade at its Elizabeth Street Sydney flagship store, showcasing a collection of elegant, black outfits and modern geometric patterned dresses, created by Melbourne-born Paris-based designer Martin Grant.

Outfits by Martin Grant, who designed the new Qantas uniforms, will be available at the department store from February, while the Alex Perry brand will be "exited" from August.

Alex Perry joined David Jones after defecting from Myer in 2007, but a David Jones spokeswoman said sales of the brand have declined over the past three years.

"The deletion of this brand enables David Jones to reallocate this floorspace to new brand Martin Grant and to high performing brands such as Camilla World and Rachel Gilbert," group executive merchandise Donna Player said on Monday.

She also told Confidential on Saturday that "Our decision to exit the Alex Perry brand from our business was based on the declining sales of this brand over the past three years at a time when our Australian designer business has grown by more than 27 per cent over this same period."

Rumours that Perry will go back to Myer are yet to be confirmed.

Miranda Kerr modelling the Qantas uniform in April, designed by Martin Grant.

Meanwhile, Martin Grant, who attended the launch event today, said he was honoured to have secured representation in his home market, adding that he is "excited that my collections will be available locally in Australia."

Martin Grant's designs are worn by actors and celebrities, such as Cate Blanchett, Juliette Binoche, Blake Lively and Kate Hudson and are stocked in high-end department stores around the world, including US stores Barneys and Saks Fifth Avenue.

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