Five Standout Moments From F5 Collective’s La Femme

Created by F5 Collective as an alternative to conventional retail, La Femme took over Hawker Spaces on Little Collins Street last week with a format that sat somewhere between a pop-up, an exhibition and a founder showcase. Designed to highlight emerging women-owned brands, the event invited visitors into four distinct founder-driven spaces, each shaped by a clear creative identity.

Across the day, designers, founders and curious shoppers moved between installations, chatted with the F5 team upstairs over coffee and browsed displays that felt more like set pieces than shopfronts.

I went along, I browsed and – in no particular order – these were the moments that stood out.

Discovering brands I hadn’t come across before

I went in assuming I had a decent grasp of Melbourne’s independent retail landscape, but several labels were completely new to me – and La Femme’s immersive format was an ideal introduction. Much like hearing a musician live for the first time, seeing a brand’s work up close reveals nuance that doesn’t translate online. If it weren’t for the event, I might not have discovered Le Sept, a chic handbag line made with recycled materials and produced in limited runs – and now on my holiday wishlist.

Shopping IRL

Online shopping has its place, but it’s inherently limited. Photos flatten texture and reviews can only tell you so much. Being able to feel the fabric of a Fearless Swimwear one-piece and see how a pair of Palma sunglasses actually sits on the face was a reminder of why in-person retail still matters – particularly for emerging designers who rely on materials and craft to tell their story. Even visual artist Natsui’s work benefited from the physical setting; displayed gallery-style in a space that felt lifted from someone’s (well-designed) home, it helped me imagine how the pieces might live in my own space.

Meeting founders and understanding their process

With each founder present on the day, visitors had direct access to the people behind the products. That meant candid conversations about early challenges, navigating setbacks and the realities of building something from the ground up. The format was relaxed but it offered a clearer sense of what drives these businesses beyond the product itself – and, for me, a nudge to keep investing in my own creative pursuits.

Connecting with other women in business

The upstairs VIP lounge doubled as a casual networking hub, offering the chance to meet other attendees and the F5 team. I ended up speaking with CIO Wendy Fergie about the structural barriers women face when navigating a financial system built with men in mind – from risk assessment to revenue management. It underscored why a business funding model like F5’s aims to reshape the system rather than slot women into an existing one.

Coffee and custom cakes from Madeleine de Proust

The VIP lounge also came with practical perks: a coffee cart, comfortable seating and a steady stream of visitors ducking in for a breather. Madeleine de Proust – known for its cult madeleines – created a honey and lavender version for the event, finished with F5’s lavender script logo. It was a small detail, but one that clearly reinforced the event’s emphasis on intention and craft.

This article is produced by Broadsheet in partnership with F5 Collective.