21/08/2015 8:54 AM AEST | Updated 15/07/2016 12:51 PM AEST

David Jones Launches Modern Classic Clothing Collection

Brendon Thorne via Getty Images
SYDNEY, AUSTRALIA - AUGUST 20: Models showcase designs by Studio.W during the label launch at David Jones Elizabeth Street Store on August 20, 2015 in Sydney, Australia. (Photo by Brendon Thorne/Getty Images for David Jones)

Retail powerhouse David Jones is adding to their apparel offering with a new in-house label -- Studio W. The collection can be described as luxurious normcore -- a nod to the urban man and woman who enjoys clean lines and a neutral palette -- with pops of vibrant colour punctuating the monochrome staples.

The collection boasts a mid-range price offering -- accessories start at around $30, women's clothing ranges from $25 to $170, while shoes are priced at an average of $100.

Puerto Rican model Joan Small was in Sydney to a launch the collection, along with Aussie favourite Jessica Gomes.

The collection is available in selected stores and online now.

Photo gallery David Jones Studio W See Gallery