David Jones invites you to a virtual runway

The department store is creating its first virtual runway to showcase new-season collections in a pandemic-appropriate way

Models Akiima, Cameron and Georgia at Harry Seidler's iconic house at Joadja in the Southern Highlands for David Jones virtual runway. Picture: John Feder

Drones and camera crews will put customers in the front row for David Jones this season.

The department store presents its first virtual runway on Friday evening, a showcase of new-­season fashion it hopes will generate both excitement and sales.

It’s another example of the changes taking place in the fashion industry globally because of COVID-19 and the increasing power of consumers.

“Obviously a virtual runway is the safest way to do a runway (at the moment),” said Bridget Veals, general manager womenswear for David Jones. “It’s an opportunity to invite a huge amount of customers. People are ready for it.”

The filming took place this week at the iconic Harry Seidler house in Joadja, overlooking bushland in the NSW Southern Highlands.

The show will be part of Vogue American Express Fashion’s Night In — a pandemic-appropriate take on the magazine’s annual retail “night out”.

This year, live events have been replaced with live-streamed and online events.

Vogue Australia editor-in-chief Edwina McCann agrees with Veals that the opening up of previously closed-door events for industry insiders is a welcome shift, where customers are the focus.

“I like the idea of the democratisation of runway shows accessible to everyone,” she said. “I think the future looks like a hybrid of what was and what is happening today and taking the best of the best and doing it together.”

McCann said having the event online also benefited those in ­regional Australia, who in previous years were unable to take part in events held in-store in the Sydney or Melbourne CBDs.

Twelve models were filmed for the David Jones runway, showcasing what the retailer hopes will be this season’s big sellers.

It will include fashion for all occasions, from swimwear and casual to occasion wear, especially in bright hues, even if during these times those occasions are small family affairs at home.

“We do believe even if they are small (occasions), people are feeling the need to dress up,” said Veals, who anticipates one hero item of the season will be the puff-sleeved midi dress in earthy hues or with cut-outs at the back.

The online event takes place at 5.15pm Friday, and viewers can register here to watch the runway.