Retail giant David Jones showcases their new collection in a film collaboration with Sydney Dance Company.
Creativity, innovation and energy are three of the driving principles behind the award-winning Sydney Dance Company. Honouring similar beliefs, retail giant David Jones is marking the announcement of their dynamic Autumn/Winter 2016 collection with a film celebrating fashion, dance and music in collaboration with the Sydney Dance Company.
“The partnership between David Jones and the Sydney Dance Company is a meeting of two brands who share qualities of innovation and spirit,” says Donna Player, from David Jones Group Executive Merchandise. “Performance and fashion are both timeless expressions of individuality so it was only natural we celebrate our new season pieces through dance for our A\W 2016 campaign.” The new season collection, titled “It’s In You”, provides an up-to-date, uplifting and ultimately wearable wardrobe, as showcased by the dancers.
The choreographer for the film was Sydney Dance Company’s Artistic Director Rafael Bonachela, whose internationally recognised talent has seen him work with the likes of Tina Turner, Sarah Blasko and Katie Noonan. He’s led the Company since 2009, cementing its reputation as a creative contemporary powerhouse by presenting sell-out seasons of new work from choreographers, designers, composers and musicians. Directing the film was Clemens Habicht, whose work includes music videos for international acts Bloc Party, Tame Impala and The Presets. Dancers from the Company are joined by David Jones ambassadors Montana Cox and Jessica Gomes, alongside supermodel Catherine McNeil, in dancing on a carousel to Disclosure’s electronic track When a Fire Starts to Burn. The correlating brand book features images shot on a darkly mirrored set, capturing the dancers and models dressed in David Jones’ elegant new collection, defined by body-moulding dresses, sculptural separates and sharp tailoring.
Sydney Dance Company is a leading figure in the world of contemporary dance, with its performances presenting new Australian art to international audiences. Their 16 dancers have previously collaborated with the Australian Chamber Orchestra and the Sydney Symphony Orchestra.
Sydney Dance Company will be premiering Bonachela’s new work, Lux Tenebris, as part of CounterMove from February 26-March 12 in Sydney, before touring to Canberra, Melbourne, NSW, QLD, NT and WA.