LOVER Loves… David Jones

It’s a far cry from Lover‘s market-stall roots, but David Jones has won a long battle to have the boutique brand stocked within its department store doors.

Worried about keeping the label’s integrity in tact, designers Susien Chong and Nic Briand were reluctant to sign over to the retail giant. ”We’ve spent 10 years building Lover in a boutique business, stocking in boutiques, and we’ve wanted to keep them as well as a department store business, so we needed the demand,” Briand reasons to the Sydney Morning Herald.

Years of persistence from David Jones paid off and as of next month Lover’s signature lace pieces will sit in seven stores alongside designs by Carl Kapp, Flannel and Megan Park, who have also been picked up by David Jones in the last year. After losing sass & bide and Fleur Wood to retail nemesis Myer, the acquisition of Lover marks a significant victory in the department store war.

Lover’s SS11 collection will be launched as part of the David Jones runway presentation in Sydney on August 3, with ambassador Miranda MILF Kerr confirmed to model.

Words by Ingrid Kesa

Via SMH and image via Harper’s BAZAAR.

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