David Jones private label launches at Woolworths


Launching on the 1st of February 2016, David Jones Classic Collection joins Woolworths Holdings’ clothing portfolio with a new private label brand encapsulating the essence and heritage of one of the world’s leading department stores, David Jones. Rolling out across all David Jones stores in Australia and Woolworths stores in South Africa, the new brand is a comprehensive offer comprising timeless pieces presented in a way that balances dominant seasonal trends with classic wardrobe solutions.

Fronted by Cape Town born international model, Katryn Kruger, the inaugural Autumn/Winter ’16 campaign was shot exclusively for David Jones Classic Collection by renowned New York-based fashion photographer, Nagi Sakai. Kruger – the current face of Dior skincare and covergirl for the likes of Mexican VOGUE, L’OFFICIEL and ELLE UK – is seen in versatile neutrals and breathable whites with enduring appeal.


Distinguished by simple, easy-to-wear pieces, David Jones Classic Collection is a new resolution for the classic woman and man with understated yet discerning style. Thateng Shimange, General Manager: Womensworld at Woolworths, describes the collection as “a tribute to the modern lifestyle of classic customers seeking well-edited, quality items which are accessible and offer good value for money”.

“The launch of the David Jones private label brand reinforces our corporate strategy to develop a truly southern hemisphere business. Great care has been taken in selecting quality fabrics, whilst the range is underpinned by affordable basics and simple wardrobe solutions which are timeless and easy to put together.  The brand is clear and confident with a unique point of view”, says Shimange.

Winter is a season of layering and David Jones Classic Collection offers men and women a range of garments which work together in an effortless, flattering way. The introductory Autumn/Winter 2016 collection unveils transitional items moving from lighter fabrications into heavier weights, whilst light and dark neutrals play a big role this season.  Texture is a key driver complemented by a considered pop of colour and easy prints as seen in the campaign.

September 2016 will see the launch of the premium line, David Jones Premium Collection, which will, once again, retain refined silhouettes, quality fabrics and key wardrobe essentials.


David Jones Limited, trading as David Jones, is an Australian luxury department store chain comprising 38 stores located in most Australian states and territories. David Jones was founded in 1838 and is the oldest continuously operating department store in the world still trading under its original name. In August 2014, David Jones was acquired by Woolworths Holdings Limited [JSE: WHL] of South Africa.

Over 1000 brands are sold at David Jones across ten categories: Women, Men and Children, Home, Food, Beauty and Electrical. Key international fashion brands available at David Jones include: Alexander McQueen; Burberry; Carolina Herrera; Céline; Chloé; Christian Louboutin; Dior; Dolce & Gabbana; FENDI; Giorgio Armani; Giuseppe Zanotti; Hugo Boss; Jimmy Choo; Oscar de la Renta; PRADA; Saint Laurent; Salvatore Ferragamo; Stella McCartney; Valentino; Victoria Beckham and more.


Issued for Woolworths by             

Noni Gasa

PR Manager

021 407 7616