The major milestone for the Australian brand will be celebrated with the launch of its new Tailored for Ambition campaign. Celebrating female achievement in all its glory, the campaign aims to recognise the goals and success of all women, whether in the workplace, at home, or within themselves.

Model Emily Baker stars in the editorial campaign for David Lawrence’s first occasion-wear collection. Shot at Ian Thorpe Aquatic Centre in Sydney, the imagery marries a sense of modernity with the seasonality of the collection created photographer Nicole Bentley’s innovative technique and use of lighting.

General Manager of David Lawrence, Tina van Zyl said, “We are thrilled to be celebrating 40 incredible years with the David Lawrence woman – motivated, independent, determined and always dressed for success.”

“We look forward to continuing to offer our customers timeless and wearable collections that represent their multi-faceted lifestyles.”

David Lawrence originated in Melbourne with humble beginnings on Collins Street. Originally starting as a design studio, where designs and patterns were produced and manufactured on site, the brand focused on tailored and custom-made pieces.

Founded in 1978, the brand filled a gap in the market at a time when women’s lives and position in the world were rapidly transforming. Fast forward to 2018 and David Lawrence continues to be one of Australia’s most iconic brands even in the face of increasing global competition.

The brand is constantly evolving becoming synonymous with luxurious, tailored pieces suitable for any occasion.