It's long been argued that Melbourne is Australia's true fashion north star. And it only takes a little walking around the city to understand where that sentiment is coming from. The Victorians really know how to dress – whether it's layering parkas and woollen knits in the winter, to donning capris and cut-outs in the heat of summer. And the fashion labels that have sprouted from these stylish fertile grounds have only surpassed our expectations.
If you're looking for ways to inject your wardrobe with a little more of that Melbournian je ne sais quoi – these are the fashion brands, jewellery and footwear brands and independent designer labels we hold close to our heart. There's tailored suiting and ultra minimalist clothing, made-to-order garments that read more art piece than anything else.
1. Permanent Vacation
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For fans of: Paloma Wool, Gimaguas
Where to shop: online at Permanent Vacation and at select stockists
The ongoing Project series by Claire Louise Smith in 2016 is based out of Collingwood Yards and focuses on slow, thoughtful capsule collection drops throughout the year. Most of the makers that produce their garments are located within a 15km radius of their Collingwood studio, and their pieces often feel artful, minimal and timeless.
2. A.Emery
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For fans of: Phoebe Philo, Lemaire
Where to shop: online at A.Emery and at select stockists
Founded in Melbourne in 2017, A.Emery began as a luxury footwear brand before expanding into ready-to-wear in 2023. Their leather goods are buttery-soft and made with care – and their garments are made with high-quality materials, finishes and a minimalist ethos.
3. all is a gentle spring
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For fans of: Helmut Lang, Miaou
Where to shop: online at all is a gentle spring and at Saloon Store in Melbourne
Isabelle Hellyer of all is a gentle spring made it her mission to create corsets that appeared closer to couture than costume. Employing historical and forgotten techniques and finishes like steel boning and dense cartridge pleats, the overall effect are creations that are dangerous and sensual. She's shown at AFW, and has done previous limited collections via retailers like Café Forgot.
4. With Harper Lu
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For fans of: With Jean, Realisation Par
Where to shop: online at With Haper Lu and at select stockists
With Harper Lu was founded by mother-daughter duo Cathie Burke and Lucia Hanna in Melbourne, back in 2020. Since then, the brand has gone on to forge a cult following, thanks to their rotation of universally flattering silhouettes and distinct, vibrant prints. Even better, sustainability is at the core of With Harper Lu's operation, with all pieces designed locally.
5. Caves Collect
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For fans of: Kowtow, Olive
Where to shop: online at Caves Collect exclusively
Natural and handcrafted in Australia, Caves Collect is an independently run brand with a core focus on knits and leather goods, all homespun from natural fabrics.
6. Handsom
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For fans of: Jac + Jack, COS
Where to shop: online at Handsom or in-store at their Melbourne flagship
You may have stumbled across Handsom's timber-and-stone boutique on Gertrude Street in Fitzroy, and they've been there making "considered designs made to last" since 2009. The brand was founded by British couple Henry Allum and Sam Rush, with a particular focus on well-made, contemporary clothing –think durable basics, elevated knitwear across small-batch monthly capsules for mens and womenswear.
7. Maroske Peech
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For fans of: Desigual, Cop.Copine
Where to shop: online at Maroske Peech or at select stockists
Maroske Peech needs no introduction. A considered, electric addition to the Naarm pack, their itty-bitty wardrobe of leotards, camisoles and lace leggings are pillars of their cutting edge and classic ethos at the same time.
8. BÚL
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For fans of: Afends, bassike
Where to shop: online at BÚL or in stores or stockists
Womenswear that hails inspiration from travel, brand founder Virginia Martin's experience at Proenza Schouler, Cynthia Rowley, Heatherette And Trovata has been reintroduced within her own label.
9. By Nye
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For fans of: Mejuri, Kirstin Ash
Where to shop: online at By Nye exclusively
Jewellery handcrafted in Melbourne, By Nye consults a closed circuit of jewellery makers and craftspeople who create their delicate, silver-smithing ear cuffs, necklaces and much more.
10. Henne
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For fans of: Toteme, Calvin Klein
Where to shop: online at Henne or in-store at Henne boutiques
Henne: universal style and staples for all. Nordic touchpoints with a nod to Australian louche self-expression, the fashion label is Swedish for 'her' and ready to wear, anywhere.
11. Lucy Folk
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For fans of: Alemais, Reliquia
Where to shop: online at Lucy Folk or in-store at Lucy Folk boutiques
The nomadic, highly coveted and ever-expanding eponymous brand Lucy Folk outfits creative misfits – with presence both online and with a boutique in Paddington, Sydney and another in Windsor, Melbourne. With a modern-day approach to festival, the brand's fringed, tasselled collections are full of joy and musing whimsy.
12. Emily Watson
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For fans of: Coperni, Courrèges
Where to shop: online at Emily Watson exclusively
The perfect accents in Emily Watson's world are the ruched customs in neoprene fabric, worn by Dua Lipa and Kali Uchis. Her latest collection was Jenny Humphrey-inspired, and left us fanning on the runway at AFW 2024.
13. Friends With Frank
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For fans of: COS, The Frankie Shop
Where to shop: online at Friends With Frank or in-store at their Melbourne flagships
Friends With Frank cannot be faulted when it comes to craftsmanship and building a capsule wardrobe. Their pointelle tees have cultivated a cult-like status across the nation, and it's easy to see why.
14. Coreprêt
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For fans of: Ganni, Acne Studios
Where to shop: online at Coreprêt or at select stockists
Coreprêt is an Australian designer label founded in 2017. The Melbourne based brand skilfully brings historical context to silhouette work to create an assertive femininity towards power dressing.
15. Erik Yvon
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For fans of: Diesel, Aje
Where to shop: online at Erik Yvon exclusively
Spunky, loud, and unabashedly real, Eric Yvon's take on unisex clothing is best read through a punchy print. Their ranges take anything from eventwear to street style caps and blends it with a camp, knowing wink and a jauntiness. They know colour like we know air.
16. Linden Cook
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For fans of: Sarah & Sebastian, Cushla Whiting
Where to shop: online at Linden Cook Jewellery or in-store at their Fitzroy flagship
This jewellery label specialises in chunky, gold units, made to order in bespoke collections. Their necklaces and signet rings are particular favourites, customisable with your own wax impression kit. Leave your own dent the right way.
17. Nelson Made
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For fans of: Hereu, Alohas
Where to shop: online at Nelson Made or at select stockists
Considered materials do Nelson Make. Evergreen materials with a pop of spring colour, the footwear brand is perfect for the coming of spring, which is on our doorsteps now.
18. NEUW Denim
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For fans of: Levi's, A.P.C.
Where to shop: online at NEUW Denim or in-store at flagship boutiques
Neuw Denim, our country's answer to the world of denim apparel. With a relaxed, natural focus, the jeans are as good as they come. The latest edit, featuring the surrealism of Salvador Dali injects camp into the source material.
19. Nobody Denim
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For fans of: Rolla's, J.Crew
Where to shop: online at Nobody Denim or in-store at flagship boutiques
A denim brand that's existed since I have, in 1999, Nobody Denim does denim like no other. Branded jeans and assorted skirts comprise a portion of their offerings.
20. Sister Studios
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For fans of: Deiji Studios, POSSE
Where to shop: online at Sister Studios exclusively
Ruffles and lace, midis and minis. Sister Studios is Melbourne's take on the girlhood attiring that's revived much of our last year. Dressing for the femme in you? Sister Studios will take you under their wing.
21. Karla Laidlaw
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For fans of: Entire Studios, Maison Margiela
Where to shop: online at Karla Laidlaw and in-store at their Melbourne flagships and select stockists
Karla Laidlaw makes clothing with a pulse. A streetwear brand that has existed since 2019, the hoodies, coats and assortment of jackets walk a knife's edge of style and structural flair.
22. Par Moi
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For fans of: Jean Riley Jewellery, Paloma Wool
Where to shop: online at Par Moi and at select stockists
Par Moi exists in limited quantities with the planet in mind. Handcrafted by Ashiya, the label blends elegance and simplicity for signature pieces. Custom colour orders are also available.
23. Sexiaz Lingerie
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For fans of: Juicy Couture, Bamba
Where to shop: online at Sexiaz Lingerie and at select stockists
Family-run string bikinis business. It sounds like a limerick, but in Melbourne, it's a raring success and we can note all the reasons why. The tri-colour string bikinis are a signature around the streets of Melbourne in the summer time, which come in colourways of teal, chocolate brown and so much more.
24. Katharina Lou
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For fans of: Apres Studio, Lisa Says Gah
Where to shop: online at Katharina Lou exclusively
Katharina Lou's made to order dresses are a gingham delight in bubble silhouettes and corset silhouettes. With an additional infusion of swim shorts in the same pattern, we're looking to load up our own cart in time for the summer.
25. Mode Mischief
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For fans of: Motel Rocks, With Consideration
Where to shop: online at Mode Mischief and at their pop-ups
Mode Mischief are always cooking up a storm. Their vintage slogan tees and babydoll dresses are beloved by the likes of Hailey Bieber, and are best paired with a slinky pair of kitten heels. Even a mule.
26. Elka Collective
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For fans of: Camilla & Marc, Scanlan Theodore
Where to shop: online at Elka Collective and in-stores at their flagship boutiques
Established in 2014, Elka Collective develops exquisite garments that resonate with the versatile and relaxed nature of the women who wear them. Harmonising classic tailoring with an effortlessly wearable sensibility, the Elka Collective woman is practiced with her silhouettes, and pared back.
27. Homie
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For fans of: Afends, Stussy
Where to shop: online at Homie exclusively
HoMie is a Melbourne-based streetwear label and social enterprise with a universal goal of supporting disadvantaged youth. 100% of HoMie’s profits go towards achieving its mission: to support young people affected by homelessness or hardship. Their hoodies, tracks, and sweatpants collection are cushy and effortlessly chic.
28. E Nolan
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For fans of: Charvet, P.Johnson
Where to shop: online at E Nolan or in-store at their flagship boutique
There's always a place for made-to-order tailored garments, and E Nolan is the top purveyor of the craft state-wide. With an impeccable eye for suitwear and shirt dresses, E Nolan is deliciously classic - without compromising quality.
29. Ena Pelly
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For fans of: Friends With Frank, Wynn Hamlyn
Where to shop: online at Ena Pelly, in-store at their flagship boutiques, or at select stockists
The contemporary Australian womenswear label was founded in 2014 in Torquay by husband-and-wife duo Danielle Pelly and Tim Wilkins. Originally starting as a small stall at the South Melbourne Market, is now stocked in over 90 stores across Australia and New Zealand, including major retailers like The Iconic and David Jones.
30. Wackie Ju
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For fans of: Rick Owens, Ann Demeulemeester
Where to shop: there are no stockists currently, but the team is planning to re-emerge later this year with more newness
Many will recall Wackie Ju à la her heartrending presentation at AFW 2024. But the brand has persisted for much longer prior to then. Wackie Ju, helmed by Jackie Wu, is a moving tableau of performance and garment work that defies the rigid norms of the Australian fashion landscape. Her body of work is a portrait of her story of trans womanhood, Chinese tradition, and corporeal movement through stasis.
31. Viktoria & Woods
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For fans of: Max Mara, Scanlan Theodore
Where to shop: online at Viktoria & Woods, or in-store at their flagship boutiques
Established in 2004 by Founder, Margie Woods; VIKTORIA & WOODS launched with a simple approach to create effortless wardrobe staples with modernity in mind. At the heart of the label is the brand's signature merino wool that launched the brand; since expanding into complete ready-to-wear collections, the VIKTORIA & WOODS offering includes premium denim, tailoring, outerwear, lounge and occasion wear.
32. Cushla Whiting
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For fans of: Saint Valentine, Natasha Schweitzer
Where to shop: online at Cushla Whiting, or in-store at their flagship boutique
Cushla Whiting encapsulates the artful settings of their diamond pieces; with Creative Director, Cushla Whiting’s background in architecture, the brand captivates the consumer with intricate details, bold stones, clean lines, and a timeless elegance that are formed from Cushla’s finely-trained eye for geometry, form, and the study of light.
For more on incredible local talent, see our extensive round-up of national Australian fashion labels to support. This also extends to our favourite New Zealand fashion brands. Or, check out our roundup of Indigenous Australian fashion designers we love and our feature on why we need Australian fashion.
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Featured products are selected editorially. Our opinions are our own. Occasionally, we may receive a standard affiliate partner fee if you make a purchase using the links we feature.
