Myer has unveiled four new department store-exclusive womenswear brands – Effie Kats, Acler, Significant Other and Aston Studios – as part of a broader push to refresh its fashion offering and attract a younger customer.
The labels were showcased at a fashion presentation at The EVE Hotel in Sydney this week, styled by Jessica Pecoraro, featuring Spring '26 looks from the retailer's Australian and international womenswear brands.
The event marked Myer's recent announcement that more than 25 new Australian and international womenswear brands would join the department store, spanning contemporary occasionwear and casualwear.
Alongside the four exclusives, Australian heritage brand Oroton is bringing its ready-to-wear offering to Myer.
The department store has also added a line-up of casual and leisurewear labels. These include Sydney-based print-led label Ena Pelly, loungewear and essentials brand Bayse, tailoring label Morrison, relaxed essentials brand RAEF the Label, Byron Bay-based organic cotton knitwear label Arcaa, and minimal casualwear brand Nude Lucy.
International additions include UK-founded contemporary womenswear label Aligne and Los Angeles-founded activewear and athleisure brand Varley.
Myer Group executive chair Olivia Wirth said the retailer was reimagining what fashion means for the store, curating a new mix of global and Australian brands while retaining its heritage labels.
"We know it will take time, and tonight is just the start," Wirth said.
"By bringing the best of global fashion and local heritage under one roof, we are making Myer more modern, vibrant and relevant than ever before."
The brand additions come ahead of the opening of Myer's new Sydney Beauty Hall in its Sydney CBD store. Spanning almost 4,500 square metres across two levels, the space will combine prestige retail, wellness, services and education, and represents the retailer's largest investment in beauty to date.