The battle for the lucrative fashion dollar got dirty this week when high-profile, eco-friendly Melbourne fashion label, Gorman, defected from Myer to rival David Jones.
But it wasn't so much Lisa Gorman's decision to move stables that caused the fashion furore, but the way in which Myer - clearly peeved by the decision - handled the news.
Myer's baffling and somewhat ''catty'' response was to distribute a press release with the headline ''MYER REFINES FASHION BRANDS'' - giving the impression it was them not Gorman who had done the ''dumping.''
The press release continued with a series of quotes from the store's director of apparel, Judy Coomber.
''As a business, Myer is constantly examining and refining its offer to ensure the right brand architecture moving forward. Today's decision is purely a business decision... Sales of the brand have not been as we had hoped for...'' (Ouch)
However, a subsequent email from Gorman's publicist soon revealed the 'real' story. Gorman had jumped ship to join Myer's nemesis.
''Lisa Gorman is thrilled to announce that her Gorman and Gorman Organic collections will be stocked in Australia's leading department store, David Jones, from Spring Summer '08.''
A spokeswoman for Gorman later said Myer had been ''appalling'' in its handling of the decision.
She said Gorman had ''made a business decision to move with the bigger and better option - David Jones.'' (ouch, back)
In a written statement, Lisa Gorman simply said: ''David Jones understands the Australian Designer business and our customer.''
Gorman, famous for it's edgy and eco-friendly designs (they released a 100% certified organic cotton range last year and hired an environmental consultant to oversee the company's carbon footprint) is the latest in a string of designers to defect from Myer to David Jones.
Last year, DJs poached swimwear label, Tigerlily, Sydney fashion supremo, Alex Perry and Melbourne's Anna Thomas, who claimed Myer was going ''too downmarket.''
While Myer said it was preparing to unveil new brands to it's local and international fashion line-up. The best they could come up with yesterday was Australian swimwear brand, Rochford, at the expense, it seems, of fellow Ausie swimwear label, Jets.
And this announcement, via press release, came with another jab at Gorman.
''It follows the decision by Myer yesterday to have Australian fashion designer Gorman exit the eight stores it was stocked in,'' the statement read.
In the meantime, Gorman is also preparing to launch the Gorman Ship-Shop at Rosemount Australian Fashion Week later this month. The Ship-Shop is a shop that can be shipped, moved and planted anywhere there is space. It has no carry bags, no cash register, but it does have a change room made from recycled materials. All purchases can be made online.
Stay tuned... Oh, and I'm also interested to hear what you think of the ongoing store wars? Do you have a fashion preference - Myer or David Jones? And why?