'Tis the season for spring-summer fashion launches and on Tuesday Myer rolls into town to put on one of the biggest fashion shows ever staged in Australia.
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A departure from the department store's intimate showcase for winter held earlier this year at Barangaroo, Myer will host 1000 guests at Hordern Pavilion where both the VIPs and paying customers will be able to get up close and personal with 300 looks by 24 brands, including Toni Maticevski, White Suede and Sass & Bide.
"A year ago we had a very traditional format for season launches, now we've launched our new strategy which I think has completely disrupted the market. For the first time we'll stream the show live on Facebook," Myer's deputy chief Daniel Bracken said.
"This time around we'll be showing more than 20 looks from some designers. The show will have less brands but will be a big impact presentation."
Ambassador Jennifer Hawkins, fresh from signing with the brand for another two years, will grace the catwalk alongside international top model Fernanda Ly and Akual-Chels Ring. More than 70 models have been cast for the show, which Myer's top brass promises to be the store's most culturally diverse runway.
Hawkins, who is also a shareholder in the company, is pleased with her new contract. "From my belly up I really believe in the Myer brand," she said.
