One of the rites of passage as a girl becomes a young woman is  leaving the “dress like my bfs” stage behind. Howatson+Company and Australian department store chain, Myer, have taken ownership of this new stage with a campaign that celebrates individual style as being more than clothes but a reflection of self.

The new campaign is the first product of a refreshed version of Myer’s My Store positioning and marks the arrival of TOPSHOP to Australia. TOPSHOP’s return is part of a major step change of Myer’s womenswear offering that has also welcomed AG, Sportscraft, Lioness, 4th & Reckless, Nobody Denim and The Wolf Gang in the past six months.

The campaign stars Olivia De Jonge, Guy Vadas and Bella McGoldrick. De Jonge, famous for her role as Priscilla Presley in Baz Luhrmann’s film Elvis, and as Caitlin Atwater in Antonio Campos’s HBO limited series, The Staircase, headlines the campaign that explores the style preferences of aspirational Australians. Also featured is Guy Vadas, Melbourne born TikTok sensation, who has amassed over 1.5 million followers for his engaging, artistic, and often sensual approach to pottery, and more recently his work with fashion brands;  and Bella McGoldrick, Byron Bay artist famous for her hyper-realistic, large-scale coloured pencil drawings of everyday objects, food, and fashion.

Howatson+Company creative directors, Letizia Bozzolini and Justin Butler, stated “Style is more than what you wear, it’s a part of who you are. This campaign takes us ‘behind the look’ with people who are re-inventing Australian style. We’ve loved seeing Olivia, Guy & Bella in the styling suite, and hope Australia will feel the same.”  

The new tagline, My Store Is,  invites every Australian to find and curate their own personal style.

Credits
Client: Myer
Creative Agency: Howatson+Company
Production Agency: Howatson+Company
Media: Essence Mediacom a WPP media brand