Myer celebrates TOPSHOP’s arrival with Olivia De Jonge in new campaign via Howatson+Company
Myer has released a fresh take on its My Store positioning to mark the arrival of TOPSHOP to Australia with a new campaign starring Olivia De Jonge, Guy Vadas and Bella McGoldrick created by Howatson+Company.
TOPSHOP’s return is part of a major step change of Myer’s womenswear offering which in the past six months has welcomed AG, Sportscraft, Lioness, 4th & Reckless, Nobody Denim and The Wolf Gang.
The campaign celebrates individual style as being more than clothes but a reflection of self.
De Jonge, famous for 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 which explores the style preferences of aspirational Australians.
The campaign also features 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.
Bella McGoldrick, Byron Bay artist famous for her hyper-realistic, large-scale colored pencil drawings of everyday objects, food, and fashion, also features in the campaign.
Says Creative Directors Letizia Bozzolini and Justin Butler, Howatson+Co: “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 campaign offers a fresh take on the famous ‘My Store’ positioning. ‘My Store Is’ is an invitation for every Australian to find and curate their own personal style. With Olivia, Guy and Bella we have taken every Australian into the styling suite to see how style really is a personal approach.
TOPSHOP is available at all Myer stores nationwide and at myer.com.au
Client: Myer
Creative Agency: Howatson+Company
Production Agency: Howatson+Company
Media: Essence Mediacom a WPP media brand