MYER has unveiled towering supermodel Jessica Hart as its new secret weapon in its war against rival David Jones.
Hart, 24, is the retail giant's latest ambassador and is set to take on David Jones' Miranda Kerr on the catwalk in the 2010/11 Spring/Summer fashion campaign.
The 177cm blonde beauty, pictured last week in her current home town of New York, will join the Myer stable alongside Jennifer Hawkins, Kris Smith and Rebecca Twigley.
"I've done quite a few things with them in the past and it's been a lot of fun for the both of us, and I think it just went from there,'' she said.
Fashion insiders are speculating that Hart, who has shot campaigns for Guess, H&M and Victoria's Secret, is being groomed to take over the top spot when Hawkins' multi-million contract expires.
It echoes David Jones' introduction of Miranda Kerr in 2008, which led to her eclipsing her predecessor, Megan Gale.
But Myer spokesman Mitch Catlin said the former Miss Universe isn't going anywhere.
"Jen is our main ambassador, will continue to be our main ambassador and represents everything that's good about the Myer brand,'' he said.
"We always have a supporting model; in the last two seasons we've had supermodel Alice Burdeu.
"I think what is more important is what (Hart) represents; she's beautiful, she's fun, she's fresh, she has an affinity with the Myer brand.''
Hart's recruitment is a strategic move for Myer, which in recent times has lost a host of designer brands to rival
David Jones and has seen its share price hover below last year's initial float figure of $4.10.
Designers Carla Zampatti, Bianca Spender and Camilla and Marc recently defected to David Jones.