The other week I was cruising around online and I stumbled across a “new” online store.

Looks like Myer has launched a new Pop Up Designer Shop featuring some of their Autumn Winter 2010 Collection.

I must admit, I was slightly surprised to see the heavyweight Australian department store Myer join in the escapades of online fashion shopping.

But I was quite impressed with the site as a shopping experience – as it gives viewers a peak into some of Australia’s largest fashion labels and snippets of their AW10 collections.

Also, Jen Hawkins models them well, the photography of the clothes is nice and clear, the site layout combines a glossy magazine feel with the ease of online shopping. So bravo to Myer.

These are my faves:

From left: Wayne Cooper Quill Mullet Gown, Nicola Finetti V-neck Gown, Jacket, tank and skirt by Manning Cartell.

From left: Fernando Frisoni ‘Eva’ dress. Anorak, Top and pants by T. L. Wood. Yeojin Bae hourglass houndstooth dress.

I haven’t bought anything from the online shop yet, but I might pop into the REAL store to have a closer look at some of the clothes.

It makes me wonder… if Myer’s WHOLE department store was online like this, I’d be so happy to never stand in another queue again!

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Check out more of my favourite womens fashion in my Online Fashion Shopping Directory.