Now Open: This Summer’s Best New Fashion Stores in Melbourne

Summer in Melbourne is a good time. The Australian Open takes over, beaches are teeming with people, and the city seems to slow down. I tend to seek solace in the air-conditioned halls of shopping centres, and we’re in luck because there have been a few openings across Chadstone and Emporium. Alternatively, mill about the Hoddle Grid. There’s a handful of new stores that have cropped up, from a boutique eyewear specialist to a boutique jewellery designer. Happy shopping.

Max Mara, Chadstone

Italian fashion house Max Mara has set up its third store in Melbourne at Chadstone Shopping Centre. Much care has been poured into this location – take its facade crafted from cocciopesto, a Mediterranean material made from crushed brick and tiles. This eye-catching exterior was produced by a Reggio Emilia-based atelier (Max Mara’s hometown) and sets the tone of the brand’s approach to contemporary fashion that honours heritage. Visitors can browse its latest collections and accessories, as well as a selection of its newest resort line, in its ground-floor shop.

Homie, Emporium

Social enterprise Homie has opened its biggest store yet. A sleek dual-store on the Emporium’s lower ground floor now holds Homie’s unisex streetwear collections. The spacious interior has been purpose-built with accessibility in mind, making shopping here a more inclusive experience. What’s more, Homie’s social impact initiatives have more room – literally – to grow. Here, its two retail experience programs will continue to welcome disadvantaged youth through its doors. 

Kieroy, CBD

A decade into his jewellery practice, designer Kieran Jackson has opened his first retail space. Kieroy now calls Crossley Street home, a place where visitors can peruse jewellery pieces, clients can come in for consultation, and pieces can be crafted out back. Kieroy’s approach to jewellery is both subtle and subversive, resulting in contemporary designs that honour tradition. The space was designed in collaboration with local architect Peter Stasios, building on the foundations of an iconic shopfront wedged between two pillars of green tile.

Six Six, CBD

Six Six is making eyewear cool again. The independent boutique optometrist has reimagined the eye-care experience, turning a chore into an exercise in personal style and self-care. Its capacious and texturally decadent fit-out is alluring, with thick curtains and plush carpeting drowned in warm tones. Its founders are Emma Buckley, a luxury eyewear specialist with over 15 years of experience in the industry, and optometrist Dr Natalie Boffa. On Little Collins Street, Six Six houses a selection of frames from nine intentional optical brands, alongside providing same-day lenses and custom tinting.

Error 404, Fitzroy

The road between Error 404 and Sucker hasn’t always been smooth, but as of December, the two five-year-old independent multi-brand fashion boutiques have joined forces, with Sucker now in ownership of Error 404. Error 404’s moved upstairs, above Sucker, on Johnston Street. Error 404’s flavour of subversive womenswear has earned it a reputation for stocking what’s hot, with labels like Club Venus, Be Right Back and Ziah in its rotation.

Lacoste, CBD

Lacoste has opened its doors to a 190-square-metre concept store at Melbourne Walk. Situated in the Bourke Street Mall, the French brand’s latest physical offering stocks its menswear and womenswear apparel and footwear. One of its feature walls reads, “Lacoste, inventor of the polo”, while dark green tiles frame the changing room area. This new retail store comes just in time for the Australian Open. Lacoste will also be temporarily taking over Afloat with a pop-up tennis court and shop from January 16 to February 1. 

By Charlotte, CBD

Jewellery brand By Charlotte has been busy. Two years ago, it had one store. Now it has 13 across Australia. Its latest flagship boutique can be found in the Emporium, its entryway a soft pink archway. The Sydney-based label is known for its dainty yet wearable pieces, designed with sentimentality in mind. Its Emporium outpost has been furnished with a delicate colour palette and curved finishes. A private styling suite allows visitors to experience personalised consultations and jewellery styling sessions.