Those beachside selfies are ­apparently raising more than just the number of followers for the Insta generation.

David Jones has put an ­increased focus on swimwear for the spring/summer season, both on the catwalk at last night’s ­season launch in Sydney and the shop floor.

“We’ve got a lot of new brands coming into the swimwear space,” group executive David Collins said.

“We’re aiming at a slightly younger customer, and sexy brands. With the Instagram generation we’re finding that in swimwear customers are buying almost a swim wardrobe with a number of items and cover-ups as well. It’s been a big trend last season and we’re building on it this season. We really want to own that space.”

To that end, Zimmermann, Jets, Tigerlily and Camilla showed swimsuits from simple floral-motif bikinis to colourful long-sleeved one-pieces, while men were represented with boardshorts from Boardies and The Rocks Push.

Collins says the men’s segment is also growing “really, ­really fast, we’re playing a little bit of catch-up actually”.

Alongside the swimwear, more than 40 brands showed off their new season collections on a floating tabletop runway — a gimmick first shown by Belgian designer Dries Van Noten in Paris for his spring 2005 collection.

On the department store’s ­famous Level 7, the tabletop was laid for a Neil Perry dinner for 330 guests, decorated with floral ­arrangements, with overhanging chandeliers and velvet curtain backdrops, a nod perhaps, to the Christian Dior salon show held in the same space in 1948 — the first show the French couture house had ever shown outside Paris.Read more at:bridesmaid dresses australia