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We wanted to create something special that customers would love browsing as much as a printed look book or magazine, with the added ability to instantly shop or find wanted products in-store.

We designed a beautifully crafted digital destination for customers to experience the latest Myer Australian Designer collections, as well as extra content.

Customers could get started by selecting their favourite Australian designer to view the latest collection, or start by scrolling through the entire A-Z of looks.

To create something memorable and distinctively Australian, the photography featured in the digital look book took its cue from the expansive Australian landscape. This was brought to life with video, parallaxing layers and micro animations. Customers could watch the videos to view how the garment moved on the body and also read style tips and information on the quality materials used to help aid with purchase decision making.

To reveal the designer’s inspiration behind their collection and to add a personal touch, we interviewed and asked each to hand write their answers. These were featured next to an editorial collage of their portrait, sketches and swatches from the design process.

Finally, we also specifically asked each designer from Maticevski to Ellery, “What is Australian style to you?” From each answer we created beautiful typographic quotes to feature throughout.


Art Director
& Designer