It was always going to be a tough ask for Myer to top its spectacular autumn-winter 2016 launch, which was held at Barangaroo on Sydney Harbour and involved a fake rainstorm, models on motorbikes and an exclusive dinner for just 120 guests.
And yet, Thursday's launch at the University of Melbourne – marking the department store's return to the southern capital for its soirees – is shaping up to do just that.
![Face of Myer Jennifer Hawkins will star in Thursday night's season launch, which will take place at the University of ...](/web/20170215155456im_/http://www.theage.com.au/content/dam/images/g/u/d/3/h/u/image.related.articleLeadwide.620x349.gud3xr.png/1487150052160.jpg)
Details seen by Fairfax Media include models arriving at the two "fashion moments" in Tesla cars, which the store will be selling on the top floor of its Melbourne flagship from Friday.
But one model not riding in the electric cars is the face of Myer, Jennifer Hawkins, who is contracted to Land Rover and cannot be photographed with any other car brand.
A tricky situation for Myer, no doubt, given several of its other ambassadors are also contracted to car companies, although Hawkins is the only one walking in the parade.
Myer ambassadors Jodi Gordon and Lauren Phillips both have deals with Mazda, while Rachael Finch is signed to Volkswagen.
But the show must go on and Myer has worked around it, ensuring Hawkins – one of its best assets – will still be front and centre in proceedings.
Deputy chief executive Daniel Bracken said the black-tie, sit-down dinner, again for 120 guests, is shaping up as one of Australia's key social events.
![The Melbourne University underground car park will be the setting for Myer's winter launch on Thursday.](/web/20170215155456im_/http://www.theage.com.au/content/dam/images/g/u/d/3/h/6/image.related.articleLeadwide.620x349.gud3xr.png/1487150052160.jpg)
"When we did the Barangaroo show we deliberately disrupted our own rhythm to show Myer was changing … and then we flipped it completely in August by bringing customers into the event," he said.
Mr Bracken said the dinner format was an opportunity to "stretch our own boundaries and push things further", while setting Myer apart from its main rival, David Jones.
![Myer ambassador Rachael Finch.](/web/20170215155456im_/http://www.theage.com.au/content/dam/images/g/u/d/7/l/c/image.related.articleLeadNarrow.300x0.gud3xr.png/1487150052160.jpg)
Two weeks ago, David Jones took over the St Mary's Cathedral forecourt in Sydney in a catwalk show starring top US model Karlie Kloss, who reportedly charged more than $1 million to appear in the parade and the store's winter campaign.
Mr Bracken defended Myer's decision not to invest this year in overseas models after bringing Australian-born Shanina Shaik and US-based Fernanda Ly for last year's shows.
![Jennifer Hawkins is contracted to Land Rover, meaning she cannot be part of Myer's deal with electric car maker Tesla.](/web/20170215155456im_/http://www.theage.com.au/content/dam/images/g/u/d/7/k/o/image.related.articleLeadNarrow.300x0.gud3xr.png/1487150052160.jpg)
"Our event itself is what will stand us out from the norm. Jennifer [Hawkins] will be walking. We don't need to do that [bring international guests]. The event, our brands and the show sets us apart enough, as well as the level of innovation. We wouldn't want that to be distracted," he said.
Missing from the line-up on Thursday is Kris Smith, who is starring in I'm a Celebrity ... Get Me Out of Here in South Africa and also has an ambassadorship with Jaguar.
![MIA: Kris Smith won't be at Myer's season launch because he is starring in I'm a Celebrity ... Get Me Out of Here in ...](/web/20170215155456im_/http://www.theage.com.au/content/dam/images/g/u/d/8/2/i/image.related.articleLeadNarrow.300x0.gud3xr.png/1487150052160.jpg)
It is expected he will be back in Australia in time for the Melbourne Fashion Festival, as the popular model is expected to walk in the Myer show on March 17.
The launch, which will be attended by media, Myer designers and VIPs including Lindy Klim, Carrie Bickmore and Andy Lee, will take place in the iconic underground car park at the University.
Built in 1971-72, the car park features a gothic entrance and distinctive pillars, which form an archway pattern that has made the space sought after for film and photographic shoots, including the first Mad Max movie.
Hawkins, 33, signed a fresh two-year contract with Myer in October and is expected to star in the store's twice-yearly parades until at least 2018.
Last week it was revealed that Myer senior buyer Teneille Ferguson had defected to David Jones, where she previously worked from 2005-13.