When it comes to being a department store ambassador, the first commandment is “Thou shalt not wear a designer stocked at a rival store”.
But David Jones ambassador Jessica Gomes appears to have broken the cardinal rule by wearing a robe by Daniel Avakian, who’s stocked at Myer, on a magazine cover.
The magazine in question, Collective Hub, was founded by entrepreneur and author Lisa Messenger and features stories about “game changers, thought leaders, rule breakers and style makers”.
Gomes appears in a sheer black robe by Daniel Avakian on the magazine cover, which was photographed in the Byron Bay Hinterland.
The shoot took place in early July, about one month before Gomes starred in the David Jones spring/summer launch at Fox Studios.
Avakian took to Instagram on Tuesday to flaunt the use of his piece in the coveted position.
“Stunning! The stunning @iamjessicagomes wearing our Annalise Robe on the cover of the current issue of @collectivehub,” he wrote.
On Wednesday, both David Jones and Myer refused to comment.
However, a source with knowledge of department store contracts said ambassadors usually sign an exclusivity clause barring them from wearing designers from a rival store.
While David Jones was unlikely to have screened the clothes, both the ambassadors and the stylists who work with them should know not to use clothing from rivals, the source said.
It is unclear whether there will be any consequences for Gomes, who has been the lead ambassador for David Jones since 2013, after the departure of Miranda Kerr.
In recent times there has been speculation about the future of the store’s ambassadors, who also include model Jesinta Campbell, since a takeover by South African-based Woolworths Limited.
But Gomes’ relationship with the store is only set to deepen, with David Jones exclusively launching her new skin care range, Equal Beauty, in 2017.
Gomes is also an ambassador for the car company Lexus, which sponsored the “Top 25 Emerging Talent” feature.
Messenger and Collective Hub have been contacted for comment.