David Jones’s flashy winter fashion launch

It wasn’t enough for Miranda Kerr to rule the runway at David Jones’s launch of the Autumn/Winter 2010 Australian designers’ collections. She turned to directing the snappers in the media pit as well.

“I like it when you use your flash,” the 26-year-old beauty shouted at the scrum of photographers before getting down to what she does best – posing up a photogenic storm.

The atmosphere was electric as the launch got under way in a room packed with 500-plus guests including such fashion luminaries as Jodhi Meares, sass & bide’s Sarah-Jane Clarke and Heidi Middleton, Sam Armitage and David Jones’s brand ambassador Megan Gale.

After a tough year for retailing, Colette Garnsey, DJ’s group general manager apparel, cosmetics, accessories and footwear, was determined to show Australian fashion can bring us out of the doldrums.

“I am hoping with all of the collections that we have here today – and they are Australia’s most successful designers – through all those collections, customers have an opportunity to see something that will attract their imagination,” Garnsey said.

The “fashion family”, as she calls the store’s stable of designers, did not disappoint with a refreshing take on winter style no longer dominated by black and greys.

Australian designers Collette Dinnigan, Ginger & Smart, Willow, sass & bide and Scanlan & Theodore delivered super power dresses, shown to advantage by Kerr and model Nicole Truffino.

The collections picked up on the international trends of embellishment, intense colours and exaggerated body-conscious silhouettes.

“It’s a very exciting time for fashion,” said Sarah-Jane Clarke. “Individualism rules!”

Gale and Kerr seem to have been listening. Each is set to launch a new fashion enterprise of her own – Kerr with an organic skincare range KORA, Gale with a swimwear label in association with Seafolly.