Myer has launched its new fashion campaign, Layers of Me.
It features Myer ambassadors Asher Keddie, Kris Smith, Elyse Knowles, alongside model and social worker Jasmin and model and wellness guru Rhys.
This is the first major campaign released under Myer general manager of marketing, Gemma Hunter, who joined in September.
Hunter moved from the role of Mediacom executive creative director and head of Mediacom Beyond Advertising.
“Layers of Me brings to life the stories of the people who shop with us, their style, their personality, all that makes them who they are, the intriguing multi layers of life and style, we are deeply honoured to share their stories," she said.
"This campaign marks a step change in approach for us, a deeper connection to our customer that will be ongoing across all our work this year.”
The campaign, created by Clemenger BBDO Melbourne, runs across catch-up TV, online video, social, OOH, print and in-store. In addition to this there will be a personalised digital shopping experience on myer.com.
Clemenger creative director Hilary Badger said the campaign will resonate on a deeper level.
"This campaign explores the layers of five individuals, showing their light and shade, triumphs and vulnerabilities – a truly human side, which fashion does not often explore.
“But with the new season comes the chance to add or take off layers of clothing, making this a simple, evocative metaphor for revealing content about the people who wear the clothes.
"We worked with Versus to create the films, a really refreshing collaboration with this director/DOP/editing/post team who brought to life the concept of layers visually.”