A New Era of Fashion Experience
In a bid to captivate the Gen Z audience this spring season, Amplify Australia, in collaboration with global finance and payments innovator Afterpay, has unveiled a groundbreaking campaign celebrating their partnership with David Jones, the pinnacle of premium department stores in Australia.
A Legacy of Collaboration
This innovative campaign isn’t the first of its kind. Amplify and Afterpay have been at the forefront of fashion innovation, having collaborated for three consecutive years on the brand’s sponsorship of Australian Fashion Week. Their latest venture aims to not only generate buzz but also firmly position Afterpay as a trailblazer in the fashion realm through cutting-edge innovation.
Step into the Virtual Garden
Crafted with meticulous attention to detail, Amplify’s latest creation invites fashion enthusiasts to immerse themselves in a virtual garden. Here, garments from renowned Australian designers – Michael Lo Sordo, Alemais, and Rachel Gilbert – come alive, interacting seamlessly with the digital realm, each echoing their distinct identities. This enchanting digital universe, envisioned by the talented Australian fashion photographer and artist, Justin Ridler, showcases pieces from the Spring Summer ’23 collection. Fashion aficionados can witness this spectacle at the David Jones Elizabeth Street Flagship Store from September 25 to October 22.
Celebrating 185 Years of Fashion Excellence
David Jones, an emblem of luxury and style, has been at the forefront of the Australian fashion scene since 1838. As it gears up to celebrate its 185th anniversary in 2023, this collaboration reinforces its commitment to offering ‘the best and most exclusive goods’ to its patrons.
Amplifying the Experience
Complementing this in-store experience is a robust social campaign that promises to take over the entire exterior of the David Jones Elizabeth Street Flagship store. This initiative, which seamlessly blends reality with CGI magic, aims to further enhance the reach online, resonating especially with the Gen Z audience. The multi-channel campaign will span across David Jones’ Elizabeth Street Flagship store windows, Afterpay, DavidJones.com, and various designer-owned social platforms, among others.
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Visionaries Speak
Andrew Balint, Vice President of Marketing ANZ at Afterpay, expressed his enthusiasm, stating: “As a pioneering global retail payments platform we’re committed to continue to break boundaries that open up new avenues for creativity within the fashion industry. We’re excited to see this immersive experience transport users into a whole new world that enables versatile and dynamic representation of fashion products and allows audiences to engage with apparel on a deeper level.”
Echoing this sentiment, Tim Baggott, Executive Creative Director Amplify, shared: “We are delighted to be continuing our exploration of the future of fashion with Afterpay and David Jones to promote local Australian designers. Collaborating with Justin Ridler to bring to life this mesmerising spring world across multiple realities has been an incredible creative journey and we can’t wait for others to experience it.”
