Overview
I don’t know if you’ve heard, but apparently Melbourne is the fashion capital of Australia. While half the appeal of shopping here is about knowing where to go and how to find it, someone let the tourism industry in on that little secret. What’s the point of having a secret if everyone knows about it?
Anyhow, here are Concrete Playground's picks of the best boutiques in Melbourne, where the chances of running into a Hidden Laneway Gems shopping tour group are slim to none.
Alice Euphemia
Recently celebrating their 15th birthday, Alice Euphemia remains one of the most loved boutiques within the Melbourne fashion landscape. Supporting established Australian labels such as Romance Was Born, Lover and Carly Hunter alongside promising up-and-comers like Witu and DIAZ, you’ll be hard pressed to find any Melbourne gal worth her strong soy latte who doesn’t hold Alice close to her heart. Oh yeah, Kanye West bought an Emma Mulholland backpack there last year. Even Yeezy thinks they’re steezy.
37 Swanston Street, City; 03 9650 4300; aliceeuphemia.com
Lenko Boutique
Right next door to Alice Euphemia in the Cathedral Arcade, pop in to Lenko Boutique for hard-to-find pieces from local brands, plus a range of knick-knacks you never knew you wanted. One time I walked away from Lenko with a ring that said “Money Over Bitches”. I was not sad about it.
37 Swanston Street, City; 03 9077 2177; www.ilovelenko.com
Pet Shop Girls
Taking up residence on level three of Curtin House, Pet Shop Girls is the Holy Grail for super fun Japanese flung clothing that has somehow found itself in Swanston Street. Not only are Merci Beaucoup, Tsumori Chisato, Frapbois and NeNet amongst the super kawaii brands on the lineup, you’ll also find Melbourne favourites Verner, Poms and the fringey-fantastic denim label POC here. If you can’t bring yourself to make it up all those stairs (although it is only one level past the Toff), they’ve got a pretty great online store and an even better Instagram for outfit inspo purposes.
Level Three, Curtin House, 252 Swanston Street, City; 03 9043 9277; petshopgirls.com
Somewhere Store
Sitting pretty above the Royal Arcade, this retail and gallery space provides a welcome sojourn from the hustle and bustle of the CBD. Free from the physical and mental clutter that is often attached to the shopping experience, Somewhere is home to a collection of Nordic labels that may or may not make you feel like you’re cool enough to move to Sweden. Don’t forget to visit the little gallery adjoining the store showcasing emerging Australian artists, and providing you with at least a week’s worth of cultural banter.
Level 2, Royal Arcade, 314 Little Collins Street, City; 03 9663 3003; someplace.com.au
Kuwaii
This pretty little store in a quiet part of Brunswick East is Kuwaii’s only stand-alone boutique and houses the greatest collection you’ll find of the brand’s clothing and accessories. It’s also the only place you’ll get to meet the team behind the best shoes in all the land, as the incredibly helpful Kuwaii girls work out of a small studio behind the retail space. It’s difficult to walk out without looking like a lady.
37-39 Glenlyon Road, Brunswick East; 03 9380 5731; kuwaii.com.au
Hokey Curator
If you think the clothing options around Hawthorn range from Country Road to Witchery, don’t despair! Hokey Curator on Glenferrie Road is the southeast side’s answer to extra special designer garb. Owner Olivia Heung treats her store like a gallery, with a small, expertly curated selection of beautiful pieces worth maxing out your credit card for. Here you’ll find an extensive collection of Karen Walker and signature pieces from Romance Was Born, Sara Philips, Something Else, Dion Lee and Lonely Hearts, to name a few.
773 Glenferrie Road, Hawthorn; 03 9819 3039; facebook.com/hokeycurator
Alpha 60
Epitomising Melbourne’s design conscious, minimalist aesthetic, Alpha 60 is a staple for those in favor of functional items, wear-to-death basics and unusual silhouettes. Black reigns supreme here, with a relatively monochromatic palette punctuated by colours that vary from season to season. There are four stores scattered around the city, Fitzroy and Prahan, and thus zero excuses not to make like a true Melburnian and get your modern day goth on.
201 Flinders Lane, City, 03 9663 3002; 179 Brunswick St, Fitzroy, 03 9416 4296; Shop G18, GPO, Bourke St, city, 03 9654 1114; 230 Chapel St, Prahran, 03 9510 2626; alpha60.com.au
Images via blog.aliceeuphemia.com, indie.com.au, petshopgirls.com, someplace.com.au, melbournefashionista.com.au and habitusliving.com