Browsing exclusive international clothing in Adelaide is usually confined to a computer screen. But former Unley Road boutique The New Guard is about to ease your eyestrain for a few glorious days.
The online stockist opened its real-world doors over the weekend for a temporary partnership with Adelaide Fashion Festival and Renew Adelaide. The pop-up shop will be open until the festival closes on Sunday October 23. “After this the store will return to an online shop and trunk show format,” says Adelaide Fashion Festival director Chris Kontos.
Inside you can get your mitts on pieces from Dion Lee, Strateas Carlucci, Vetements, Georgia Alice, Justin Bobyn and local brands Acler, Sylvy Earl, SIG The Label and Stone Label, which is being stocked exclusively at the store. The stylish interior is also filled with foliage by plant stylist Emma Sadie Thomson.
Started by Adelaide’s Anna Sergiou, The New Guard pairs influential international brands with edgy, emerging local labels. “It’s fantastic to see Adelaide Fashion Festival, Renew Adelaide and The New Guard collaborate on this exciting concept store,” says Kontos. “It really demonstrates the relevance of Adelaide in the national fashion scene.
“To see Acler, So It Goes, Stone and Sylvy Earl in this prime retail space brings a lot of satisfaction. It’s a great opportunity for the local market to see and experience this among other exclusive brands.”
Adelaide Fashion Festival x The New Guard
197 Rundle Street, Adelaide
Mon to Thu 10am-5pm