Myer: what to expect in Spring

If nothing else, then Australia’s departmental store battle has proved one fact – get a stunning model to prance down the catwalk and you’ll get smiling faces walking out the door. With a glitzy show, department store giant Myer did just that as it unveiled its spring / summer 2011 offering in Sydney last night.

Brand ambassador and face of the store Jennifer Hawkins led the charge of models celebrating summer on the runway, while the chilly wind and rain lashing Sydney outside argued otherwise. But as paraded last night, the southern hemisphere is en route for a delightful treat in the upcoming warmer months.

And what will Myer be offering for those months? You’ll find that after the break along with all the catwalk pictures.

Click the thumbnails for full pictures:
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch
MYER S/S '11/'12 Launch

Myer’s spring / summer 2011 show opened with a landslide of models in sass and bide’s bright and bold colours. Naturally, given that this was sass & bide’s first runway showing since they defected to Myer from rival retailer David Jones, much of the night’s attention was paid to them. That had more to do with Myer’s substantial financial investment in the label, however, and not to do with the colours. Spring being spring, they were vivid colours that made frequent appearances, with Yeojin Bae, Matthew Eager and Wayne Cooper also embracing summer’s bright hues. Catering to Myer’s mature market, Aurelio Costarella and Maticevski infused a romantic ingredient into their summer collections with feathers, tulle skirts, ruffles in pastel and purple undertones.

But vintage-inspired floral prints and big hats contradicted the flamboyance and struck a holiday chord amongst the crowd. Bettina Liano and Karen Walker brought back the chiffon maxi dresses, peasant tops and pleated skirts. The silhouettes were relaxed and floaty for Wayne Cooper, with it being one of the big sellers in-store amid the Myer family.

Simona’s androgynous take on a loose and manly ensemble with oversized tuxedo blazer and wide-legged pants, was a stand out amongst all the Rivera-inspired collections. Hawkins modelled a black clingy Simona jumpsuit with a plunging neckline, very on-trend for spring 2011. The red carpet’s darling label Ellery leaped away from the conventional silhouette and presented boxy jackets that accentuated the waist and shoulders. Her modernist take on the ‘70s with champagne colours made a flawless finale.

Summer without bikinis is almost unimaginable, and Myer didn’t shy away from showing off its versatile offerings. The string and cut-out bikini by Seafolly in an all-black palette might be perfect for a swim, but Hawkins’ own swimwear label Cozi made the most noise. Resembling a Hawaiian hula doll, the multicoloured floral prints with ruffled bikini tops were hard to miss.

Hugo Boss’ double-breast jackets with broad shoulders and rolled-up prison pants gave a sartorial edge to men’s fashion. But the colourful boardie shorts by swimwear brand The Rocks Push fuelled the Australian beachwear stereotype.

Along with Brit-born male ambassador Kris Smith, model Codie Young also made a return to Australian shores after her international fame. But the real star of the show was Hawkins, who even had the liberty to wear her hair down, unlike the other glittered chignons.
The splatter of colour and glitter was enough to mask the patrons of the scuffling economy in the world outside, even if it only lasted for 28 minutes.

You can see Myer‘s complete spring / summer 2011 / 2012 by clicking on the thumbnails above and browsing through the photos.

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Written by .

Shitika Anand is a freelance journalist, based in Sydney, who is addicted to coffee, vintage boutiques, bright-glitzy earrings and British stand-up comedy. Her bank account weeps every time she walks out of a shoe shop, but her shoe rack throws a 'welcome home' party for the new member. Her undying love for words is obvious when she narrates her entire life story to a stranger on the train. Which is partly the reason she's resorted to writing. When not blogging, she can be found in a corner of her nearest bookshop, hiding under a monstrous pile of international fashion magazines. You can read more of her work on her personal site, Sweet Dreams in my world.