What sold in 2021 reveals exactly where we’ve been these last 12 months: Styling for WFH or socially distanced activities (all that walking might explain the continuing preponderance of designer sneakers) before celebrating the end of lockdown with teeny clothes and very high heels. Sex is back, it seems, with our fashion choices at least, if not our dating lives. (But I don’t speak for everyone here, clearly.) In between those extremes of dressing way up and dressing way down: jeans (they’re everywhere), jewelry (the major story of the year, tbh) and, not unsurprisingly, an ever greater emphasis on where a brand sits in the world, and what it says to us when we choose to wear it.

What for you were the big stories of 2021?

Here in Sydney we had two very different lockdowns, and Australia’s borders were closed, so we had no inbound tourists. What was surprising were our local customers: how loyal they were to David Jones and how invested they were in buying luxury. Our luxury sales were phenomenal—jewelry and leather goods, if not so much shoes, though the McQueen Oversized sneaker is still a bestseller for us.

People were giving a lot of consideration to dressing for hikes and walks during lockdown; you could see that along the Bondi to Bronte coastal walk in Sydney, or around the botanical gardens in Melbourne; what puffer jacket she was wearing (PE Nation) or which Balenciaga  sweatshirt, something which flew off of our shelves. Our customer was wearing pale creamy shades, she was like a walking cafe latte—really elegant! And there was a lot of emphasis on investing in beautiful sleepwear, which might not have been bought so much in the past.

How did the pandemic affect or change the retail experience?

Our Elizabeth Street store in Sydney did a tremendous job welcoming back customers when we reopened. We had a flower show, which is a bit of a David Jones tradition, with 25,000 locally sourced flowers; it set not just the tone for getting back to shopping but the spirit of the store. Our teams—we didn’t step any of them back when we were closed—were truly ready to open up and they weren’t jaded; they felt the energy of having people back in our stores. Customers were ready to shop—our average transaction has gone up. People know COVID exists, but our vaccination record is at 90%, so I think people feel safe going back to physical shopping.

Which labels and brands did well for you?

McQueen, Dior, Balenciaga, Moncler were all super hot. Accessories were really strong in the luxury space, clothes maybe a little softer, at first, but [accessories from] Saint Laurent, Gucci and Christian Louboutin have been really strong for us; Louboutin did a good job of moving into sneakers.

Our Birkenstock business has been through the roof. So too Mach & Mach, which is done by two sisters from Georgia, really came up, from day one; it instantly took off. We have the shoes and are launching their clothes in the spring. Someone like LaQuan[Smith] took off. Having the digital space to tell a designer’s story can be really influential really quickly.

Sacai and Marine Serre have been really great for us. So too have labels with a dressed up but still casual feel, like Khaite. Sequins did well; the idea of things to have fun in. From contemporary, Naked Wardrobe—a bit of a skin reveal! Ulla Johnson. It’s really all about extremes, a broad range, but whatever it was that connected it expressed that sense of feeling great again.

What I’ve also seen is a shift to greater inclusivity in sizing, for both clothing and shoes. So many brands have embraced that, from ASOS to Louboutin. There’s an incredible desire to be inclusive, from denim to shoes in bigger sizes and widths, to boots which can fit a variety of calf sizes.

Were there any surprises?

I’ve not been so much surprised as taken by the breadth of expression we’ve seen: Wearing what makes you feel good, which has been affirmed by the amount of color. I’ve seen such a lot of fuchsia, turquoise, and emerald green, those bright jewel tones. It was fun to see them coming through in the puffers. And I guess a little surprised by how quickly people have gone back to suiting, not just the jacket, but everything you’d wear with it.

How did the pandemic affect or change the retail experience?

I think customers have really enjoyed coming back, and they’re very purposeful in asking for help in finding a new look or a new outfit. We’ve been offering what we call 360 degree experiences: A deli concept, a Swedish village with Falljraven, special personal shopping around Simone Rocha. A ton of activations and experiences. Those have been really successful. And live-streaming events with brands and our stylists, where they can also be in store. The blending of online and offline has been very important.

Which labels and brands did well for you?

Customers are asking for Celine, Saint Laurent; also Brunello Cucinelli and Loro Piana. We can sell outerwear all year round, even in summer we have down jackets! Of course number one is Moncler, and other strong brands are Loro Piana, Brunello Cucinelli, and Burberry. Some seasons a category is more in fashion the other—one time shearling, the next puffers. This year we are selling every category. Next week [in Russia] it will be -27: We will sell out of whatever we have left!

[From new designers….] Jacquemus; he is not such a new name, but he is doing extremely well. The Attico. Magda Butrym. Acne Studios. Nanushka. Toteme. And Russian brands: Kalmanovich, amazing designer, very nice dresses, and Vika Gazinskaya’s new sustainable label Vika 2.0.

What were the big stories of 2021 for you?

As the year went on we started to see our customers' voices shine through, though the year started a little more conservatively, given they were buying in the midst of lockdown. Early on it was more casual and activewear labels and sweatsuit labels—Rag & Bone, Colorful Standard from the contemporary world, but also luxury brands like The Row, Brunello Cuccinelli, and Jil Sander.

As the weather turned and vaccinations rolled out, denim really took off; people wanted the comfort but also the more tailored look denim can give. It was styled with sneakers, from more mass names like New Balance and Vejas, to designer versions from Saint Laurent, Gucci and Roger Vivier.

Halfway through the year, there was a shift, from casual to dressing up: Greta Constantine, The Attico and The Vampire’s Wife. That also saw the return of the pump: from Amina Muaddi, who we have wait lists for, and from Saint Laurent, Dior. The move to dressing up happened really fast. It’s not often you see things move at that pace. The look embraces different things: There’s the rise of Y2K, referencing things from the past, like the classic pearl necklaces from Vivienne Westwood, or denim paired with really embellished footwear.

What were the big stories of 2021 for you?

As the year went on we started to see our customers' voices shine through, though the year started a little more conservatively, given they were buying in the midst of lockdown. Early on it was more casual and activewear labels and sweatsuit labels—Rag & Bone, Colorful Standard from the contemporary world, but also luxury brands like The Row, Brunello Cuccinelli, and Jil Sander.

As the weather turned and vaccinations rolled out, denim really took off; people wanted the comfort but also the more tailored look denim can give. It was styled with sneakers, from more mass names like New Balance and Vejas, to designer versions from Saint Laurent, Gucci and Roger Vivier.

Halfway through the year, there was a shift, from casual to dressing up: Greta Constantine, The Attico and The Vampire’s Wife. That also saw the return of the pump: from Amina Muaddi, who we have wait lists for, and from Saint Laurent, Dior. The move to dressing up happened really fast. It’s not often you see things move at that pace. The look embraces different things: There’s the rise of Y2K, referencing things from the past, like the classic pearl necklaces from Vivienne Westwood, or denim paired with really embellished footwear.