Myer model Jennifer Hawkins will headline the store's autumn-winter range at a red-carpet event in Melbourne today.
The former Miss Universe will spruik Myer's clothes for cooler weather in the dramatic 80-year-old Mural Hall that Sidney Myer designed to host his parades.
Hawkins said she was excited about the opening, wearing Toni Maticevski. "It's commercial, but really sassy and wearable," she said. "It's just hot."
Myer will be out to show it does not miss its former star, WA-born designer Kym Ellery, whose dress Miranda Kerr wore to open rival David Jones' autumn-winter launch this month.
Sass & bide, which Myer lured from DJs in 2011, will close the show. The collection features gothic and oriental floral prints, tailored pants and bejewelled tops from 24 designers, including WA's Aurelio Costarella and Morrison and frock doyenne Leona Edmiston.
Myer's general manager of fashion, Nicole Naccarella, said the key pieces were dark jackets, pants, dresses and little tops.
Ray Costarella is in Hong Kong for his label's push into China but will have a strong presence.
WA model and former face of the Perth Fashion Festival Sarah Pauley will feature in a show expected to attract a host of A-listers. The launch will be streamed live from 4.30pm at myer.com.au