By Jen Melocco
The Daily Telegraph
August 08, 2007 12:00am
SUMMER fashion will be all about the mini.
Yet there were no short cuts in showing off the new season style for David Jones at its summer launch at the Royal Hall of Industries at Moore Park last night.
In front of a who’s who of 600 of Sydney’s finest, the department store went into overdrive to show off their style credentials.
With a team of top models and leading designer names including Collette Dinnigan, Zimmerman and Willow, DJs fired the first shot in the store wars.
It was the first class fashion that David Jones were serious about showing last night, with new season shapes and colours hitting the catwalk.
Brilliant blue gowns by label Willow were the wow collection for the show.
“It’s a midnight blue,” said designer Kit Willow Podgornik.
“There was also a change in shape. “There is a definite change in the overall look,” said David Jones fashion boss Colette Garnsey.
And if there is one thing you can’t buy enough of this summer, it is the dress.
Shorter tunic shifts for day and evening along with streamlined shirt dresses, including a standout by designer label Willow shown last night, are the way to go.
“Absolutely essential is the white shirt dress, it’s light, easy and flattering,” said Podgornik.
Crisp, clean colours and shapes were a strong feel for daywear design. White silk dresses with bold colour prints were a hot summer pick from Alice McCall.
And when it comes to night, short is also right.
Designer Genevieve Smart of new David Jones label, Ginger and Smart, said short evening looks are best with a bit of sparkle.
The label showed a black sequin cocktail dress. Also shimmering away were brilliant sequin mini dresses in pewter and mango by label Scalan and Theodore.
Catwalk favourite, 18-year-old Catherine McNeil, showed her curves in Tigerlily swimwear.
“It’s simple and something you can actually wear,” she said.
David Jones has credited its designer brand stable with putting it ahead in the profit stakes.