Online luxury fashion giant Net-A-Porter is the latest to appoint a dedicated PR agency for the local market.
MCMPR will work with the etailer on a tailored brand and communications strategy for Australia.
This follows similar appointments by international powerbrokers my-wardrobe.com, matchesfashion.com, asos.com and shopbop.com.
All five etailers consider Australia among their top five global markets for sales.
Asos reported sales of £136.9m ($211.52m) in the three months to June 30 this year, up 31 per cent compared with the same period a year ago.
This was bolstered by a 61 per cent rise in sales to Asia and Australia to £43.5m (AU$67.21m).