David Lawrence is celebrating its 40th anniversary.
The milestone will be marked with the launch of its Tailored For Ambition campaign.
Launched in 1978, the national retailer started life on Level Three of Howey House.
It began as a design studio, where designs and patterns were produced and manufactured on-site.
Located next door to 240 Collins Street, David Lawrence's first store location, the studio gave customers unparalleled access.
If a customer couldn't purchase a size in-store, they could have their piece custom-made and available for purchase the next day.
David Lawrence GM Tina van Zyl said the brand launched at a time women started requiring corporate essentials.
"Over the past four decades, David Lawrence has evolved reflecting the ever-changing lives of Australian women and has become a brand synonymous with luxurious, investment pieces tailored to the occasion."
Tailored for Ambition sees the brand release its first ever occasionwear collection, as well as a limited edition capsule collection with illustrator Victoria Garcia.
Model Emily Baker stars in the campaign, shot by Nicole Bentley at Ian Thorpe Aquatic Centre.