There’s a noticeable gap in Melbourne for womenswear that is both thoroughly curated and successfully references a variety of fashion’s very distinct subcultures. Incu – with its stores in Paddington and The Galeries Victoria – has been offering labels such as Marc by Marc Jacobs and Alexander Wang to its Sydney customers for a number of years now. With its first women’s stand-alone store in Melbourne’s QV, it will offer a breath of fresh air to Melbourne women who are searching for something more.
Situated on Albert Coates Lane, the Incu space is expansive and texturally warm, with materials like timber and exposed concrete flooring providing a successfully muted visual backdrop to allow the garments and accessories to speak for themselves on the racks. This design strategy has worked internationally for labels like A.P.C., where subtlety combined with tactility and textural materials allows the hidden details of a garment to shine through in a retail space.
Incu will also stock labels such as Antipodium, Rag & Bone and Therese Rawsthorne at their new Melbourne store, while continuing to support local fashion with labels like Bassike and Rittenhouse. It will also feature the first Topshop women’s range available in Melbourne and consequently reinforces Incu’s success at combining both high-end and mid-range products.