Leading lady: Jessica Gomes. Photo: Simon Upton
It will be battle stations at David Jones and Myer over the next fortnight as the retailers unveil multimillion-dollar campaigns for the spring/summer collections.
Leading the charge is David Jones' new muse, model Jessica Gomes, who controversially replaced previous mascot Miranda Kerr this year. Gomes is being groomed as the retailer's key weapon in the retail wars and is taking on Myer's newly married corporate cheerleader Jennifer Hawkins.
On July 31 Gomes will lead a posse of models down the catwalk at David Jones' flagship Elizabeth Street store, where the level-seven ballroom is being transformed into a glamorous pool party, inspired by the Italian Riviera.
Myer will return fire on August 8 when Hawkins and her parade co-star Kris Smith will sashay down the catwalk inside a film stage at Fox Studios.
Gomes is returning to Sydney from New York and the release of her Clinique campaign, as well as shooting another campaign for cosmetics group Estee Lauder. She will be joined on the runway by fellow DJs ambassador Montana Cox and male modelling sensations Jordan and Zac Stenmark.
Cheering Gomes along in the front row will be her longtime boyfriend, Melbourne-born property developer Sebastian Drapac, who will fly in from his Los Angeles base for the show.
PS can also reveal the son of Hermes managing director and re-booted social fixture Karin Upton Baker, Mackenzie Upton Baker, will take to the runway in his first David Jones show.
The DJs guest list looks impressive, with Skye Leckie, Fairfax Media chief Greg Hywood, Sarah and Lachlan Murdoch, Lara Bingle, Terry Biviano, Jodi Gordon, Isabelle Cornish, Cheyenne Tozzi, Maggie Tabberer, Ita Buttrose, Michael Clarke as well as Geoff and Sara Huegill invited.