Miranda Kerr gets ambassadorial in Sydney yesterday. Picture: Nikki Short Source: The Australian
DAVID Jones will stock three more celebrity labels after its spring season launch on Wednesday but store ambassador Miranda Kerr will not be joining the ranks and racks of famous fashion designers.
At the announcement of 60 new brands at David Jones's flagship Sydney store yesterday, including Victoria Beckham, Lucy in Disguise by Lily Allen and the Kardashian Kollection by reality TV stars the Kardashian sisters, Kerr said she would stick to modelling and motherhood for the time being.
"I'm too busy with Flynn and work," said Kerr, who gave birth to her son with husband Orlando Bloom in January. "I respect those people who can manage it. I don't have the time but I won't be ruling it out in the future."
Kerr wore a red lace dress by Australian label Lover, which joins the David Jones stable along with Flannel, Carl Kapp and Bassike. Australian designs remain the store's priority but Sacha Laing, group executive for fashion and beauty, said celebrity labels added variety.
"We've had our eye on these labels not because of the celebrity factor but because they are genuinely about fashion," Mr Laing said. "The celebrities are seriously involved with these labels and the design process. It's certainly not about having them there for the sake of their names. We've seen how well they can work in store with Dannii Minogue's brand Project D."
Lanvin, Dries Van Noten and Hugo Boss are among the international labels that David Jones will stock.
"It's a tough environment out there but these new brands help us create an atmosphere of newness," Mr Laing said.
"They range across our most popular categories and will collectively appeal to a broad spectrum of customers."