When Sunday Social opened its doors in Fortitude Valley’s Winn Lane in 2011, it was a vintage-seeker’s dream: heavy on the ‘90s denim, classic Queensland daisy-print dresses and retro swimwear.
Five years on the shop has moved with the times. It now mixes a clever edit of sourced modern pieces, an in-house label and that beloved choice vintage.
The Sunday Social look has developed a loyal following, with no small thanks to its Instagram activity. It was only natural the store would eventually make an IRL appearance in well-matched Fitzroy.
“We send a lot of online orders to Melbourne, which led me to think there might be a place for us here,” says owner Jess Barty. “I used to live in Fitzroy, so I know the feel of the area and it suits our style well.”
Barty paired up with Melbourne-based friend and architect Murray Barker to seek out a temporary den that they could transform into a pop-up shop. The resulting on-a-budget interior uses thick theatre-prop cardboard to create 3D stairs and plinths as a backdrop for the shop’s wares. “It's fun, modern and light,” Barty says.
Drop-crotch jumpsuits, boxy cotton dresses and linen twin-sets sit alongside foam slides, scrunchies and playful earrings. Barty says she left the brand’s more colourful pieces back in the Sunshine State, but there’s still fun to be had among the blacks, blues, whites and stripes that draw the shop’s Melbourne fan base.
“For our house label, we do mostly free-size pieces in linens or cottons in modern shapes that are simple and easy to wear every day,” Barty says. “We have changed a lot since the beginning, but certain things have stayed the same – like our appreciation for modern yet comfy and wearable clothing.”
Head along to the launch party this Thursday January 14 from 6pm.
Sunday Social Pop-Up Store
122 Gertrude Street, Fitzroy
Daily 11am–5pm until the end of March