Department store Myer is introducing more than 25 new local and international womenswear brands, amid an ongoing overhaul to its fashion and lifestyle offering.
The new move follows recent pushes into the beauty space, which Myer recently said was seeing double-digit percentage growth earlier this year. Womenswear has also been proving resilient as well, with Myer reporting that the womenswear category was driving sales during FY26, alongside home and kids.
The department store noted the new womenswear additions span contemporary occasionwear and casualwear, with a focus on appealing to a younger, fashion-focused customer.
Four labels will join Myer as department store exclusives: Melbourne-based Effie Kats, known for its eveningwear and minimalist aesthetic, alongside South Australian-founded Acler. Significant Other and Aston Studios round out the contemporary Australian offering.
Joining these brands is the ready-to-wear offering from Australian luxury retailer Oroton.
The casual and leisurewear space will include other Ena Pelly, Bayse, Morrison, RAEF the Label, Arcaa and Nude Lucy – with the last owned by Accent Group.
A raft of international brands jump into the mix, including UK-founded Aligne, known for its contemporary womenswear, and Los Angeles-founded Varley, a premium activewear and athleisure brand.
Myer chief merchandise officer Belinda Slifkas said the new brand partnerships reflect the ongoing renewal of Myer’s fashion offering.
“We have completely revitalised our womenswear department, introducing a highly curated mix of sought-after Australian and international labels, alongside a comprehensive reset of our five signature Myer Exclusive Brands,” Slifkas said.
"This season, we’re delivering a dramatic step-change in premium, contemporary fashion while proudly remaining true to the heritage brands that our loyal customers love.”
Slifkas added that the curating of the new brands is a direct response to the evolving tastes of a younger, highly engaged demographic. This includes customers who discover new brands and styles through social media.
“This customer-first mindset is what guided our entire approach.”
Myer's new womenswear brands will begin to launch in-store and online from later this month.