Womenswear chain Katies has undergone a dramatic transformation - and now it has a powerful ambassador.
The Specialty Fashion Group subsidiary has partnered with media mogul Paula Joye for autumn/winter 2015.
The campaign means that each month, Joye will focus on 'trends to try', showcasing items from the collection that will feature everything from workwear, eveningwear and loungewear.
Katies head of marketing Anna Howarth is excited about the collaboration and believes it will work towards honouring the brand's 60 year heirtage.
"Katies are thrilled to partner with Paula Joye, an iconic Australian fashion journalist, to launch the AW15 collection.
"We are really proud to see the changes evolving within the brand, and together with Paula’s style expertise, are very excited to inspire our customers with a collection of wearable trends that come together to create instant wardrobe solutions for everyday life."
Joye is a prolific fashion journalist and editor, working for titles such as Cleo, Shop Til You Drop and Madison.
She launched her own website The Joye in 2011.
Joye says she hopes the partnership will inspire women's personal style.
"I passionately believe that style should be accessible to all women and so do Katie's. It's been a privilege to work with this iconic retail brand on their next chapter and help Australian women feel great about getting dressed."