Cape Town:  A year since Woolworths Holdings Limited (WHL) acquired Australian luxury department store chain, David Jones, the retailer has launched its private brand, Studio.W, across all 38 David Jones stores. Studio.W joins other Woolies private brands, RE: and JTOne, on the David Jones rails, with successive launch events rolling out over the coming weeks.

The glitzy launch event for Studio.W was held on Thursday, 20 August 2015, at David Jones' eight-storey flagship building which occupies pride of place on Elizabeth Street, Sydney's iconic shopping strip. In attendance were over 200 Australian media, celebrities, customers and fashion cognoscenti including the fashion editors of the Australian editions of VOGUE, Marie Claire, ELLE, GQ, InStyle, Harper's Bazaar, OK! and CLEO, as well as acclaimed fashion blogger, Margaret Zhang, Olympic swimmer, Ian Thorpe and David Jones ambassador, Jessica Gomes.

International supermodel and "face" of Studio.W, Joan Smalls, wowed the audience in an exclusive runway appearance wearing a modern, tailored white suit, proving why she is one of the world's most in-demand models. Smalls has appeared in campaigns for the likes of Chanel, Gucci, Estée Lauder, H&M, Givenchy, Balmain, Calvin Klein, Tiffany&Co. and Marc Jacobs to name a few.

Christo Claassen, Managing Director of Clothing & General Merchandise at Woolworths, described the launch as "an exciting time for the business".

He says: "The launch of Woolworth’s private brands in David Jones further establishes the business in the Southern Hemisphere and broadens our access to new markets. We've ensured that Studio.W maintains consistency across geographies by staying true to the brand's essence and identity. We're offering the same, distinct experience to both the South African and Australian consumers and deliver meticulously on fashionability, great quality and a good value proposition. Studio.W is a modern solution for young, urban people and the range is on-trend, easy to put together and surprisingly affordable."


Studio.W Woman, Man and Lingerie is available exclusively at Woolworths and David Jones stores.


To download high resolution images from the star-studded affair, please click on this link:

To download high resolution Studio.W SS15 campaign images with Joan Smalls, please click on this link:





About David Jones –

David Jones Limited, trading as David Jones, is an Australian luxury department store chain comprising 38 stores located in most Australian states and territories. Over 1000 brands are sold at David Jones across ten categories: Women's, Men's and Children's clothing and accessories, Home, Food, Beauty and Electrical.

Key international fashion brands available at David Jones include: Alexander McQueen; Alexander Wang; Burberry; Carolina Herrera; Céline; Charlotte Olympia; Chloé; Christian Louboutin; Dior; Dolce & Gabbana; FENDI; Giorgio Armani; Giuseppe Zanotti; Hugo Boss; Jimmy Choo; Marc by Marc Jacobs; Oscar de la Renta; 3.1 Phillip Lim; PRADA; Proenza Schouler; Saint Laurent; Salvatore Ferragamo; Stella McCartney; Valentino; Victoria Beckham and more.

David Jones was founded in 1838 and is the oldest continuously operating department store in the world still trading under its original name. In mid 2016, David Jones will open their first New Zealand store in Wellington after buying Kirkcaldie and Stains.


About Studio.W

"Urban fashion made easy"

It’s never been easier to get that modern, urban look with the bold, contemporary proportions and clean lines of Studio.W, the brand for the trend-conscious urban professional with an understated yet discerning eye. With a considered take on the season’s latest looks, Studio.W interprets trends in a paired down, understated way. Strong attention to detail and quality are the hallmarks, as key workwear pieces are paired with seasonal on-trend wardrobe staples in modern, effortless updates. Tailored, sculpted fits make a statement alongside key seasonal pieces and accents in luxe fabrics.

The latest Studio.W campaign starring Joan Smalls is a tribute to the high-energy pace of modern life in a metropolitan capital.


Issued on behalf of                         Woolworths

Issued by                                          Grant Davison

                                                         Meropa Communications

                                                         061 828 9160



For Woolworths                               Noni Gasa         

                                                         PR Manager

                                                         021 407 7616