David Jones wanted to position as an authoritative figure in Fashion through innovation and stay relevant for Gen Z.

So, in a truly innovative partnership, Afterpay and David Jones blurred the lines of reality and inspired exploration into the wondrous new corners of modern fashion, with In Bloom.

In Bloom explores the intersection between the tangible and digital, and celebrates three iconic Australian designers - ALEMAIS, Michael Lo Sordo, and RACHEL GILBERT.

I wrote the messaging toolkit to inform copy across the window takeover, in-store screens, conversion offer and social media placements.