Renowned for accompanying the Australian woman in her day-to-day life with tailored classics, David Lawrence this year celebrates their 40thanniversary. A significant milestone for an Australian brand, the momentous occasion will be celebrated with the launch of their Tailored for Ambition campaign.

Launched in 1978, David Lawrence filled a gap in the market at a time when women’s lives and place in the world were rapidly transforming. Producing curated corporate essentials, David Lawrence became every ambitious woman’s must-have wardrobe staple.

From humble beginnings on Level Three of Howey House, David Lawrence began as a design studio where designs and patterns were produced and manufactured on site. Located next door to 240 Collins Street, David Lawrence’s first store location, the design studio gave customers access that could not be obtained from competitor brands. If a customer couldn’t purchase their size in store, they could have their desired piece custom-made and tailored for a unique fit, in the design studio and available for purchase by the next day.

Fast forward to 2018, Tailored for Ambition is a celebration of achievement in all its forms. It recognises the goals and success of women, whether it be in the workplace, in their household or just within themselves. David Lawrence has taken its place alongside these women, offering them style appropriate for every occasion. Model Emily Baker stars in the campaign shot by Nicole Bentley at Ian Thorpe Aquatic Centre, giving a sense of modernity and seasonality to the collection.

Nicole Bentley was hand-selected by the brand for her mastery of light and photography, a true female leader in her profession. Tailored for Ambition sees the brand release their first Occasion-wear collection as well as a limited edition capsule collection with illustrator Victoria Garcia.

General Manager of David Lawrence, Tina van Zyl said, “We are thrilled to be celebrating 40 incredible years with the David Lawrence woman – motivated, independent, determined and always dressed for success. Over the past four decades, David Lawrence has evolved reflecting the ever-changing lives of Australian women and has become a brand synonymous with luxurious, investment pieces tailored to the occasion. We look forward to continuing to offer our customers timeless and wearable collections that represent their multi-faceted lifestyles.”

Coming a long way from its conception at the Collins Street store, today David Lawrence is available at concessions nationally across Myer stores and David Jones, in addition to their online store

Source: David Lawrence