Department store Myer is back in fashion. To celebrate an exclusive Australian distribution deal with revived British brand Topshop, Myer will stage its first major runway show in seven years with a standalone event at this month’s Melbourne Fashion Festival.
“Topshop has an incredible level of brand recall, which is remarkable given it hasn’t been available to Australian shoppers for several years,” says Olivia Wirth, Myer executive chair. “The timing of the Melbourne Fashion Festival aligned perfectly with this moment.”
The timing of the late night show on Thursday, February 19, is less perfect for longtime festival sponsor and retail rival David Jones, who will present a showcase of emerging designers two days earlier at the Royal Exhibition Building.
When former Miss Universe Jennifer Hawkins retired her store ambassador sash in 2018, Myer let its focus drift from fashion.
Wirth is ready to shine a light on the recognisable label in a fashion line-up she has been refining since joining the company in 2024.
“Topshop’s appeal spans generations, from younger customers that are embracing the resurgence of 90s and 00s fashion, to older shoppers that have a sense of nostalgia and long-standing connection to the brand,” she says.
“Over the past six months we’ve introduced 14 new fashion brands, including a strong lineup of Australian labels such as JAG, Sportscraft, and Lioness. We’re on track to launch a further 20 fashion brands before the end of the financial year.”
Topshop, made famous by collaborations with supermodel Kate Moss from 2007 to 2010, had more than 400 stores globally at the height of its success. When parent company Arcadia Group collapsed in 2020, all locations, including those in Australia, were closed.
New owner Heartland, controlled by Danish billionaire Anders Holch Povlsen, is focusing on department stores for Topshop’s reboot, launching in John Lewis in the UK and Printemps in Paris before the Myer deal. Topshop will be stocked in 56 Myer stores nationally.
For the Melbourne Fashion Festival, now in its 30th year, Myer’s last-minute inclusion is welcome news after posting a $711,390 loss, with revenue of $4.57 million down from $5.75 million for the 2024 financial year, according to the latest financial report.
“As experienced by events and festivals industry-wide, discretionary commercial sponsorship post-
COVID has been challenge,” says Caroline Ralphsmith, chief executive of MFF. “However, consumer support of the festival achieved strong momentum in 2025 with a 32 per cent increase year-on-year in consumer ticket sales.”
“The strategy for 2026 is focused on staying true to our consumer model, delivering ‘fashion as a spectator sport’ and celebrating the festival’s 30th anniversary. We’ve already seen positive momentum in commercial sponsorship and ticket sales for 2026.”
Tickets for the Myer runway show are free, with early access for the store’s loyalty program members who can expect to see the latest trends, but can rule out Hawkins returning to the runway.
“Jennifer hasn’t worked with Myer since November 2018,” Hawkins’ agent Sean Anderson responded to enquiries about an appearance.
Perhaps Kate Moss has an opening?
Melbourne Fashion Festival will be held from February 14-28.
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