Fashion stars salute US style for Independence Day

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Monique wears black Theory playsuit, Laura wears Rag & Bone white jumper and matching pants, Amy wears Helmut Lang blue dress and Denisa wears Vince jumper and Vince leather pants. Source: News Corp Australia

FASHION lovers are saluting American style this 4th of July with US designers enjoying a resurgence in popularity.

David Jones has introduced 40 new American brands in the past two years, with four new big name labels to be added to the list.

Internationally renowned names Helmut Lang, Theory, Rag & Bone and Vince are all set to join DJs as a department store exclusive brand in the coming weeks.

Sophie Clark, David Jones general manager womenswear, says the growth in their US exclusive brand portfolio in recent years is indicative of the growing sophistication of Australian consumers.

Monique wears black Theory playsuit, Laura wears Rag & Bone white jumper and matching pants, Amy wears Helmut Lang blue dress and Denisa wears Vince jumper and Vince leather pants. Source: News Corp Australia

“Our customers are travelling more frequently, coupled with the impact of the internet US films, TV programs and music video clips all of which have resulted in a greater awareness and appreciation of US brands and style,” she says.

“American fashion is largely defined by music, film and celebrity, as well as urban living. This aesthetic resonates with Australian consumers and compliments our lifestyle.”

The department store wars have seen a substantial emphasis placed on exclusive Australian designers, but Ms Clark says the US labels complement those collections.

“Our customers want choice and options. They like to be able to shop across a range of international and Australian designer collections that have been skilfully edited by our buyers to reflect the Australian lifestyle and climate,” she says.

“The US brands showcased today are particularly appealing to our customers because their price points are accessible and our customers are becoming increasingly knowledgeable and familiar with international designers and brands.”