Playful, girl next door label Arabella Ramsay has a new store in the city’s centre. Opening last week on Flinders Lane, the new space is markedly smaller than the flagship store in Armadale, but the same, distinctly Arabella feel filters through the space that was previously Whitemoss florists.

Cowhide lines the floor and the walls are painted stark white, a clear contrast to the vibrant colours and patterns of the clothes hanging on the racks. The spring/summer 2011 collection ‘This Side of Blue’ is characteristic of the label’s 'city meets country’ style with cropped leather jackets, sequined dresses, loose floral fabrics and check shirts. A fusion of flowing silks, cotton, leather and knits make up the sweet, folk meets rock rebel image, synonymous with the designer.

Also, available in store is LA label What Goes Around Comes Around with tees and studded Converse, as well as a selection of jewellery by Melbourne based label Three Jewels, and handcrafted paper necklaces and leather cuffs by American designer Lauren Manoogian.

For those searching for bouquets and bunches from the previous occupants, Whitemoss, they haven't ventured too far and can now be found around the corner at Level 1 Port Phillip Arcade, accessible through Scott Alley.

Arabella Ramsay
241 Flinders Lane, Melbourne