David Jones Re:Denim

RE: Denim For David Jones - Media Call

Underground Denim Launch

We took fashion underground, literally, when we took over Sydney’s historic St James station to help launch David Jones’ newest star brand, Re: Denim. The sustainable denim brand has a classic rocker style that insiders love, so we wanted to create a laid back, slightly 70’s vibe for the launch. Texan supermodel Erin Wasson was the perfect host for the evening, with her naturally cool, boho vibe. Local star and David Jones ambassador Montana Cox also showed off her authentic denim style.

Sydney commuters were surprised to find the station entrance guarded by doormen, but those A-listers brave enough to venture into the slightly spooky, moodily lit tunnels and follow the mysterious signs, found themselves in an underground party of epic style.

We turned St James station into a glamorous dive, transforming the platform into a VIP lounge space worthy of Jimmy Hendrix, with oversized leather Chesterfields and vintage velvet armchairs. Overlapping Persian carpets and potted palms added to the bohemian atmosphere, inspired by vintage LP covers. Coffee tables made from industrial chests were stacked with rock record; we spent hours scouring the markets and vintage stores for the perfect mix of David Bowie, Rolling Stones and classic 70’s rock albums.

Rows of black candles in candelabras, stacks of old guitars, typewriters, retro radios, vintage US flags…Jim Morrison would have felt right at home. Actually, Erin Wasson, lounging on a Chesterfield in her Re: Denim flares, could have stepped out of a back issue of Rolling Stone magazine.

The bar area continued the rock ‘n’ roll theme, but we got a bit more down and dirty, constructing a warehouse style space, with a recycled wood bar, pasted up posters, and tables made from old road cases. Sydney Brewery created a special Re: Authentic Ale for the night, to wash down the delicious cheeseburgers and Reuben sandwiches. Guests got their rock on with an exclusive performance by The Delta Riggs, whose bluesy, psychedelic riffs were a perfect match for the night. Re: Denim just got a whole new crew of groupies.