Sometimes trying to find the Alice McCall dress you desire can be much like chasing a unicorn or the elusive pot of gold at the end of the rainbow – you’re certain it’s out there somewhere but you just can’t seem to find it. You may have spotted the mythical creature adorning a giraffe-legged model on a runway, or glimpsed its beauty on your computer screen, so you know it’s not something you’ve dreamt up.

The trouble is, when you try to finally ensnare this garment, you tend to find that it’s only available in selected boutiques or David Jones and, tragically, sold out or unavailable at both. Until this weekend, your only choice would be to take a punt online or relocate north to the Harbour City. Enter Melbourne’s first Alice McCall flagship store, located in the heart of Chapel Street’s boutique shopping strip. The store opened on Saturday with the entire Babooshka Spring/Summer 2013 collection hanging on its glistening new racks.

McCall drew inspiration for the collection from Hungarian folk art, traditional embroidered pieces and Russian babushka dolls. It has resulted in intricate, colourful needlework, sweet lace and sheer panels cut to a mixture of drop waists and playful peplum silhouettes.

The space, designed by the talented ladies at Wonder features brass finishes, quality tiles and plush fitting rooms, selected with a subtle tribute to the pharmacies of the early 1900s in mind. She hopes the simple design of the space will act as a blank canvas for the collections, almost operating as a showroom.

Grown up girls take note, fairytales exist after all – or at least the dresses do.

549 Chapel Street, South Yarra

Mon to Wed 10am–6pm
Thurs 10am–7pm
Fri 10am–8pm
Sat 10am–6pm
Sun 11am–5pm