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Hollywood star and fashion plate Mischa Barton is reported to have been paid $100,000 to sit in the front row at the David Jones spring/summer collection launch tomorrow night in Sydney. Meanwhile, former Miss Universe Jennifer Hawkins is thought to have pocketed $400,000 to return fire as Myer's new face in a 13-week advertising campaign and as the star of its collection launch next week in Sydney. The choices are poles apart in the style stakes, revealing a tale of two very different department stores. While for many years the stores have competed for the high-end fashion shopper, the recently sold Myer is now unashamedly chasing the "middle market". Myer is ploughing millions of dollars into its new campaign, starring Hawkins - the first under new management, Newbridge Capital, which paid $1.4billion for the retailer earlier this year. With the new owners comes a new look for Myer, including a rebranding as "the department of fashion", a one-stop shop for everyone, in contrast with the more elitist tagline "there's no other store like David Jones". Hawkins, a 22-year-old former Newcastle cheerleader, epitomises Myer's new accessible approach. "We are a modern brand which services all gamuts of the Australian public, and Jen, as our modern Australian girl next door, fits that bill really well," said Myer's creative director, Paul Bonnici. Where Hawkins is attainable, Barton is aspirational. The former star of The OC has been on the covers of glossies including Vogue and Vanity Fair, and is known for creating trends rather than following them. "All the girls want to look like Mischa because she is just so young and hip and beautiful and stylish," Vogue Australia editor Kirstie Clements said. "But she also appeals to older women because she has a polish and sophistication rare in someone so young; she doesn't look tacky or cheap." The combination made the 20-year-old a perfect choice to join model Megan Gale in promoting David Jones. Store wars aside, the real winner will be the Australian designer Barton picks to wear tomorrow night, with Lisa Ho and Sass & Bide tipped as favourites.
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