Retail rivalry on catwalk as store poaches model - Sydney Morning Herald

Walking on … model Alexandra Agoston. Photo: Getty Images

THE ''store wars'' between Myer and David Jones has a new front, with Myer snapping up one of DJs' most recognisable catwalk faces for its winter fashion shows.

As a result, Alexandra Agoston, a veteran of David Jones who has walked for them since 2005, will not be seen at the lavish David Jones entertainment to be staged on the seventh floor of its Elizabeth Street store in Sydney on Wednesday.

Instead, Agoston has chosen to walk exclusively in the winter fashion show of David Jones's rival, Myer, at the Mural Hall atop Myer's city store in Melbourne on February 28.

The snaffling of Agoston follows a series of tit-for-tat raids between the two department stores in recent years, including the Camilla and Marc brand defecting from Myer in favour of David Jones in 2010.

The following year, Myer acquired a 65 per cent and $42.25 million stake in David Jones's star fashion performer, sass & bide, making the label exclusive to Myer.

And just this week, the store wars appeared in court after Myer accused the designer Kimberley Ellery of breaching a three-year exclusivity contract when she started supplying David Jones.

In court on Wednesday, Myer withdrew an injunction against Ellery, allowing her label Ellery Land to star at the DJs' fashion show, but Myer is still pursuing her for breach of contract.

Agoston traded her runway role for DJs to work alongside Myer's trademark face, Jennifer Hawkins, in the store's Autumn/Winter 2013 campaign, which hits the market on Tuesday. Agoston replaced the Myer ambassador Jessica Hart.

David Jones's event will not be starved of glamour despite Agoston's defection; ambassadors Miranda Kerr and Jason Dundas have been flown in from the US especially for the event.

Both stores will be live streaming, offering customers an access-all-areas pass to the show wherever they may be. David Jones live-stream audiences can choose front row seat or backstage access with multiple camera angles on live streaming. This season, there will also be the option to save your favourite looks live from the runway.

The show marks David Jones's 175th year anniversary, a birthday that makes it the world's oldest department store.

Sophie Clarke, David Jones's general manager of shoes and accessories, said guests should expect to see a Great Gatsby theme. ''The show will represent our store and the brand, it will be glamorous to honour the space and heritage of David Jones,'' she said.

Myer will showcase a more traditional runway with no particular theme.