David Jones jumps on wellness bandwagon

bigstock-Melbourne-Australia-November-274080784David Jones is jumping on the wellness bandwagon, showcasing an expanded lifestyle offering as part of its autumn/winter campaign launch.

More than 90 A-listers and media were flown from across the country to attend a two-day “immersive experience” at the Museum of New and Old Art at Hobart, which concluded on Wednesday.

Dubbed ‘The Art of Living,’ the campaign was the first held outside of Melbourne or Sydney, in a partnership between David Jones and the Tasmanian government.

Wednesday’s event – a brunch at MONA’s Faro restaurant – showed off the retailer’s expanded lifestyle offering including food appliances, tech products and homewares, as well as aromatherapy oils and vitamins.

“Wellness is no longer just a matter of diet and exercise,” head of beauty Rachel Duffy-Packer said of Australia’s billion-dollar wellness industry.

“This movement has many touch-points from inner beauty supplements and aromatherapy, to mindfulness and conscious beauty products.”

Guests were treated to vitamin smoothies and enjoyed massages before a mindfulness session with meditation and yoga expert Helen Cushing.

Australian actress Teresa Palmer told reporters good mental health was key to living well.

“I got into a really unhealthy pattern when I was in my early 20’s where I became so obsessed with nutrition and nourishing my body that it was actually counterproductive to my mental health,” the mother-of-two said.

“I was so fixated on certain types of food and counting calories and now I’m in this really beautiful place where I eat when I’m hungry and I try to make the best food choices that I can and it’s also okay that baby wants chocolate croissants right now, every day.”

The actress is due to give birth to a baby girl in April.

The brunch follows a fashion show, cocktail party and an extravagant lunch on Tuesday.

The lunch, which included an edible table setting, focused on the retailer’s food and homewares and provided a setting to highlight Tasmanian providores, local winemakers and artisan distillers.

On a fashion front, bold colours, clashing patterns and animal print among the key trends.

The move away from a bi-annual fashion show to launch its season is part of David Jones’ new strategy to get customers shopping in all departments.

“The Art of Living is an opportunity to showcase more than fashion and to bring it to life with food, homewares, beauty and wellness,” head of womenswear Bridget Veals told AAP.

“There’s more to a department store than just fashion and certainly now the customer wants shopping to be convenient, so we need to be there to help them with that experience.”

* The writer travelled to Tasmania as a guest of David Jones.

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