Once upon a time, designer fashion trends used to "trickle down" into the street, influencing the way we all dressed.
Now, everyday street style has "trickled up" to influence the clothes fashion designers make and the ways in which girls mix and match their clothes.
Myer called its autumn-winter fashion campaign Word on the Street in homage to the street-style phenomenon. Now it will run with the urban theme at tomorrow night's new season launch in Melbourne.
"There are so many gorgeous girls out there that just know how to put themselves together and mix different brands, and it all just comes together so effortlessly," Myer's group general manager of women's fashion Nicole Naccarella said.
Diffusion or budget-conscious lines have become all-important to the department store's line-up, offering fashion lovers a way to buy into the brands they admire without blowing the bank balance.
One such line is YTTRIUM, the new label by WA-based designer Aurelio Costarella, which will have its runway premiere at the Myer launch.
For the first time in a decade, the runway show will also feature international labels alongside Myer's stable of Australian designers, which includes Ellery, sass & bide and WA label Morrison.
The major trends for winter will include lots of black leather, subdued florals, monochrome ensembles and bold hits of bright red.