Myer will deliver a bright summer bouquet to fashion followers tonight in a tropical-themed parade in Sydney.
Long-time ambassador Jennifer Hawkins will open the show in a dress by Alex Perry, who was lured to Myer after parting ways with David Jones last year.
The parade, at the cavernous old Carriageworks, will show 140 looks from its stable of designers including WA's Aurelio Costarella, whose bold fuchsia and flame orange Geo dress forms part of his "brightest collection yet".
There will also be what group general manager of womenswear, Nicole Naccarella, described as "an international moment", showcasing pieces from the autumn/winter 2015 collections from the likes of Jean Paul Gaultier, Jil Sander, Sonia by Sonia Rykiel and McQ.
In a departure from the store's usual local focus, the campaign for Myer's spring summer launch was shot in Fiji because "it's always summer there", Ms Naccarella said.
"Any shoot that we do with Jen that's in the water, where there's sun and sea and sky . . . it just uplifts your spirits and you think 'Yep, summer is coming'."
Along with Alex Perry, Myer will debut Little Joe Woman by Gail Elliott, White Suede, menswear range M.J. Bale and By Johnny, a favourite of Prime Minister Tony Abbott's daughters Frances and Bridget. The launch will also signal the return of Lisa Ho, whose fashion empire collapsed last year, with a Myer-exclusive range.
Local girls Nicole Trunfio and Rachael Grasso will walk in the parade, along with ambassadors Hawkins, Kate Peck and Kris Smith.