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David Jones to ditch runway for Tas museum

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The Museum of Old and New Art (MONA) is seen in Hobart, Friday, Jan. 10, 2014. (AAP Image/Lukas Coch) 

David Jones will be ditching the traditional runway show for a two-day immersive experience in Tasmania to launch its autumn/winter offerings.

The department store will take over Hobart's Museum of New and Old Art (MoNA) to launch the Art of Living campaign on Tuesday.

About 100 guests will be treated to a lunch at the museum before a showcase of some of the season's latest trends including suiting, slogan tees, clashing prints and bright colours.

Australian model Gemma Ward, brand ambassadors Victoria Lee and Jessica Gomes, and debutant Cameron Robbie - brother of Hollywood star Margot - will show off the collection.

"A strong injection of colour and prints features heavily," David Jones' Bridget Veals said of the women's range.

"With striking shades highlighted across the campaign and collections in-store, such as bright prints, muted blues, and warm neutrals, it's a welcome departure from the darker palette we traditionally see on the runway at this time of year."

Ms Veals said Tasmania was the perfect location to showcase David Jones' fashion, food, beauty and homewares.

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