David Jones and Qantas Frequent Flyer came together to celebrate their landmark loyalty partnership, with the first-ever runway show inside the iconic Hangar 96. The retailer unveiled its highly anticipated Spring-Summer ’25 collection, which comes as Australians have unlocked more than 150 million reward points through the new David Jones Rewards program.
Australians can now earn and redeem David Jones Rewards Points or Qantas Points in-store and online, giving millions more choice every time they shop. Every minute at David Jones, over 5,000 points are earned on premium fashion, accessories and beauty – making every shopping experience more rewarding.
David Jones CEO Scott Fyfe said: “Since launching the David Jones Rewards program three weeks ago, we’ve seen a remarkable response with 100,000 new mobile app downloads, 50,000 new members, and more than 150 million Rewards Points already earned. Qantas Frequent Flyer members are already using their points on premium fashion, reinforcing our position as the home of Australian fashion.
“It’s a clear signal that Australians are embracing a loyalty program that delivers greater value and choice, supported by one of the most rewarding earn and burn propositions in the market.”
Qantas Loyalty CEO Andrew Glance added: “This is the most comprehensive loyalty partnership between a department store and an airline in Australia. We know that one in two Qantas Frequent Flyers shop regularly at David Jones, and this partnership will unlock billions of points for our members and give them new ways to be rewarded.
“We’ve also seen a significant appetite from our ‘frequent buyers’ choosing to redeem their Qantas Points back on high-end fashion and homewares in addition to travel, which shows the value of this retail partnership to a broader group of Qantas members.”
Styled by Jess Pecoraro, the runway show celebrated the spirit of travel and featured over 90 looks, including leading Australian brands and some of the world’s most sought-after designers including Aje, Anthony Squires, Alémais, Calibre, Camilla & Marc, Chloe, Isabel Marant, Khaite, and Victoria Beckham. The runway’s beauty direction was led by Tom Ford Beauty, Aveda and OPI, who curated all makeup, hair and nail looks seen on the runway.
The show was opened by Australian icon and Friend of David Jones Megan Gale, wearing a look by Rebecca Vallance, who was recently appointed to design the next Qantas uniform.
For the first time, the runway was live-streamed on the David Jones Instagram account, with every look instantly shoppable on davidjones.com. The show was amplified by the musical direction of Jono Ma, and included a special performance by Australian singer-songwriter Kita Alexander.
Bridget Veals, Executive General Manager of Womenswear, Footwear & Accessories at David Jones said: “After returning from the international fashion circuit, I’m so proud to see the calibre of talent and creativity we have here in Australia.
“What we’re presenting tonight easily stands alongside the great global runways, a confident, world-class showcase of design and innovation. The collections capture the optimism of the new season ahead, the beauty of travel, and the distinctive style our customers love. It’s a powerful reminder that David Jones is not only the home of Australian fashion, but also a destination for the best in international style.”
