A new retail space opens - Fashion Gallery

The week before last I attended my first fashion party – the launch of Fashion Gallery in South Yarra.

Jetsetting Joyce from MEL: HOT OR NOT had asked whether I wanted to be her plus one, and then I subsequently received an invitation from the lovely Becx at PRVille in my own right as an occasional fashion blogger. Oh, the thrill!

In suitably Melbourne style, the entrance to Fashion Gallery located off a quiet street, in an alleyway, and through a hole cut in a corrugated iron roller door.

We treaded carefully up the dimly lit staircase, and found ourselves in an old clothing factory being put to excellent use: the presentation of collections relating to the fashion and apparel industry. There was a jewellery installation, brightly-coloured jeans hanging from the roof, shiny leather shoes originating from Portugal, and sheer fabrics and draped structures attracting the inquisitive fingers of many an attendee.

Fashion Gallery in the brainchild of Dave Brennan, who, as the founder of Chapter 11 Apparel, felt keenly the challenges of running an emerging fashion label. “It can be hard to attract buyers if you are working in isolation”, he observed.

Fashion Gallery has been conceived as somewhere up-and-coming labels can band together, sharing the overheads of the space and using the warehouse cum showroom to display their merchandise to the public. The gallery concept means that while Fashion Gallery is not a retail outlet in the traditional sense, visitors are still able to purchase items that catch their eye.

As enthusiastic bloggers, Joyce and I arrived early compared to the achingly trendy fashion crowd that later began to filter in, and as a result we were able to get some clear photos of the installations.

My absolute favourite was the men’s shoe label St Lucia Footware, founded by Patrick Butler and Robert Ashton. Their Portuguese-manufactured brogues, boots and slip ons were a delight to behold. When I spoke to them they had meetings lined up with various senior buyers, and I hope someone has the sense to take them on board.

Patrick Butler from St Lucia Footware

Clothing label Sosume is the result of a multi-national collaboration between Alex Trimmer (Melbourne), Wil Fry (Sydney) and Paulina Petkoski and Rachel Kozub, currently based in New York. The partnership has produced a range of enchantingly moody casual wear, including some beautifully cut jackets.

I Heard They Eat Cigarettes

It was difficult not to notice the bright paint-bespeckled jeans by I Heard They Eat Cigarettes, nor the imposing beaded shoulder pads by jewellery designer Jude. Another clothing label that drew my attention was Kollate, with its draped dresses and loose-fitting pants, perfect for layering in Melbourne’s winter.

Kollate

I regretted the decision not to wear my contacts that morning. I probably came across as a bookish blogger, particularly after an awkward misunderstanding with a PR girl whom I misheard and was subsequently convinced she worked in the music industry. Ah well.

Me, with sexy glasses, and Phoebe from Lady Melbourne

It was lovely to run into Phoebe Montague from Lady Melbourne, and her plus one for the evening, Mark. Red Bull and Vodka O catered the alcohol for the evening, and when I left, the mix of designers, models, PR bunnies and fresh-faced hangers on were merrily celebrating the achievements of each installation.

You can visit the 12 fashion installations at Fashion Gallery during standard retail hours, with extended Friday trading.

Full list of designers on show: I Heard They Eat Cigarettes, Sosume, St Lucia Footware, Camilla Welton, Jude, Kollate, Chapter 11 Apparel, Kosi Kosi, Borscha, Tor Mathieson, Small Time Crook, Sea Pony

Fashion Gallery at Oak on Chapel

33 Simmons St (entrance off Oak Place)

South Yarra 3141

Opening Hours:

Mon - Thu 10-5, Fri 10-7, Sat 10-5 and Sun 11-4.

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