Alex Perry dumped from David Jones, replaced by Martin Grant

David Jones has held an intimate fashion parade at its Elizabeth Street Sydney flagship store, showcasing a collection of elegant, black outfits and modern geometric patterned dresses, created by Melbourne-born Paris-based designer Martin Grant.

Outfits by Martin Grant, who designed the new Qantas uniforms, will be available at the department store from February, while the Alex Perry brand will be “exited” from August.

Alex Perry joined David Jones after defecting from Myer in 2007, but a David Jones spokeswoman said sales of the brand have declined over the past three years.

“The deletion of this brand enables David Jones to reallocate this floorspace to new brand Martin Grant and to high performing brands such as Camilla World and Rachel Gilbert,” group executive merchandise Donna Player said on Monday.

Meanwhile, Martin Grant, who attended the launch event, said he was honoured to have secured representation in his home market, adding that he is “excited that my collections will be available locally in Australia.”

Martin Grant’s designs are worn by actors and celebrities, such as Cate Blanchett, Juliette Binoche, Blake Lively and Kate Hudson and are stocked in high-end department stores around the world, including US stores Barneys and Saks Fifth Avenue.