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Subscribe The Best Melbourne Labels & Brands for a Local Fashion Fix
Melbourne fashion is the best, and we'll accept no differing opinions. Here are the best Melbourne labels and fashion brands making everyone look ultra cool.
Melburnians have the coolest style, and while we may be biased, we don’t make the rules. And one of the reasons why our state is always the best dressed is thanks to the plethora of local fashion brands that we have at our fingertips. From clothes to accessories, we’re spoilt for choice.
Here’s our edit of the best Melbourne labels for to shop next time your wardrobe needs an upgrade.
Allorae Studio
With a vision to help her customers channel an off-duty model’s ease, Allorae Studio founder Imogen Kent set out to create pieces that feel comfortable and effortlessly sexy. “The communities built between small businesses and their customers are so special,” she tells Sitchu.
Allorae leans into 90s nostalgia, weaving mock necks, boxy tees and streamlined, form-fitting shapes into polished, contemporary staples. Imogen loves Melbourne for its appreciation of craft, and hopes everyone who wears Allorae feels as gorgeous as they look.
Mode Mischief Studios
Melbourne label Mode Mischief is heavily inspired by the ’90s. The result? Ultra cool, Pinterest-worthy outfits that will instantly make you feel as though you’re the main character in a movie. Mode Mischief is so iconic; their pieces have even been seen on the likes of Hailey Bieber, Tate McRae, and, recently, Emma Chamberlain. Drawing inspiration from femininity, this brand does small, conscious drops that you won’t neglect at the back of your wardrobe after wearing for one season. They are the kind of pieces that will forever be on rotation.
Permanent Vacation
Permanent Vacation sits at the thoughtful end of Melbourne fashion, working from an Abbotsford studio and producing every piece within a short radius of it. The label releases clothing through “Projects” rather than seasons, creating garments shaped by mood and creative impulse instead of trend cycles. Deadstock fabrics, small runs and local makers keep each item grounded in real craft. The result is a wardrobe of refined, easy shapes that feel intentional, artful and perfectly aligned with Melbourne’s slow-fashion sensibility.
Girl Clumsy
Girl Clumsy adds a playful edge to Melbourne style. Rooted in its early days of selling pre-loved vintage, the label has grown into a home for clever design and pieces that thrive on personal styling. The signature Akari Skirt Pant — trousers paired with a detachable mini skirt — captures its knack for turning simple ideas into standout looks. Strong lines, easy movement and thoughtful detailing shape a wardrobe that feels modern, adaptable and full of character.
Muse the Label
Muse The Label brings a tender, thoughtfully crafted spirit to Melbourne style. Built by mother-daughter team Christine and Sarah, the label favours clear design, lovely textures and clothing shaped with genuine care. Pieces feel natural to wear: soft lines, relaxed structure and fabrics chosen with intention. Everything reflects a close, personal approach to making, from early sketches to the final fold of the garment. It’s local fashion with heart, grace and a gentle touch that stands out.
Henne
Henne captures Melbourne’s talent for looking put-together without the performance. Clean lines, sharp fabrics and that south-side cool anchor a wardrobe built for women who like their pieces sleek, sculpted and quietly assured. Founded by Nadia Bartel, the label blends Nordic restraint with a touch of Italian flair, creating essentials that feel polished yet easy to wear. Each drop delivers confident silhouettes and refined staples that carry you from early coffee runs to late plans. Minimal, modern and endlessly versatile — it’s a formula this city adores.
122 Greville Street, Prahran
1008 High Street, Armadale
Coreprêt
Coreprêt brings a polished, cerebral beauty to Melbourne fashion. Working from their Collingwood studio, the label reshapes classic tailoring with sculptural lines, rich textures and a quietly powerful femininity. Each piece feels deliberate: slow-made, detail-forward and grounded in an appreciation for historical references without ever feeling costume-like. The result is clothing with presence — refined, modern and deeply considered. For those who want wardrobe heroes with structure, intellect and a little drama, Coreprêt stands firmly at the top of the local design scene.
Open Wednesday to Saturday
340-342 Johnston Street, Abbotsford
All is a Gentle Spring
All is a Gentle Spring sits in its own rarefied air within Melbourne fashion. Creative director Isabelle Hellyer keeps every part of the label rooted locally, from the independent workshops crafting each garment to the serene eleventh-floor showroom where fittings unfold in calm, white light. The space offers appointments, bridal consultations and hands-on workshops in lacemaking, knitting and crochet, inviting a deeper connection to clothing and craft.
Thoughtful, meticulous and resolutely human, the label champions slow creation and honours the beauty of work done on an intimate scale.
125 Swanston Street, Melbourne (showroom, by private appointment only)
búl
búl brings a thoughtful, confident voice to the Melbourne fashion scene. Founded by designer Virginia Martin, the label is known for clean lines, natural fibres and pieces shaped by landscapes, travel and a deep sense of place. Each collection favours longevity over noise, with silhouettes that move easily between weekday structure and weekend ease.
Fabrics are chosen with care, production stays small, and the result is clothing that feels grounded, refined and crafted for a life well lived.
241 Brunswick Street, Fitzroy
Donna’s Daughter Co.
Donna’s Daughter is a small, handmade fashion label in Melbourne that crafts beautiful, unique pieces in small drops to be as sustainable and ethical as possible. With designs reminiscent of a European vacation, Donna’s Daughter elevates wardrobe staples and puts a beautiful spin on them all. Floral motifs make regular appearances, as do coquette designs and timeless silhouettes.
SHÉ
Shé Societe brings a refined calm to Melbourne’s fashion scene. Founded by Courtney McGregor, the label focuses on thoughtful design, premium fabrics, and pieces that stay in your wardrobe for years, not seasons. Each garment is locally made, shaped with clean lines, soft femininity and a natural sense of polish. From tailored staples to silk favourites, the collections move easily through the day while holding a quiet elegance that feels grounded, modern and distinctly Melbourne.
Sister Studios
There’s an ease to Sister Studios that feels distinctly Melbourne. Alice and Emma met on a night out, began sewing for friends, and quietly built a label grounded in nostalgia and thoughtful design. Expect lace, gentle lines, and pieces that echo vintage favourites without replicating them.
105 Scotchmer Street, Fitzroy North
Caves Collect
Ethically crafted and quietly confident, Caves Collect is the Melbourne label refusing to play the trend-cycle game. Its approach to tailoring feels grounded and beautifully restrained: natural fabrics, thoughtful cuts and a small network of Australian makers producing pieces with care rather than haste. The result is a wardrobe that grows with you — structured yet relaxed, refined yet wearable — built on silhouettes and leather goods that hold their shape and their relevance. Slow, considered fashion that truly earns its place in your capsule.
St Heliers Street, Abbotsford
With Harper Lu
Lucia Hanna and Cathie Burke are the creative minds behind cult-favourite label With Harper Lu. Loved for its painterly florals and sweeping maxi dresses, the brand blends resort sensibilities with vintage-leaning charm, reimagined through contemporary cuts and prints. There’s a gentle sustainability ethos, too: instead of rapid-fire drops, With Harper Lu focuses on thoughtful seasonal collections that remain on rotation. A label built for sun-drenched days, soft colour palettes and uncomplicated ease.
Perple Women
Made to order in Melbourne, Perple Women, is a brand that would make you do a double take when walking past someone wearing its pieces on the street. Unique silhouettes in clothing and accessories alike are the name of the game here. You’ll find tulip dresses, clothing with flattering cut outs, unique bags and abstract concept pieces that are perfect for layering. These items truly make a statement at special events, or if you consider yourself to have a bold and loud style, are perfect to wear on the daily.
Gotham
Gotham captures the spirit of individuality and personal expression through fashion that transcends convention. Inspired by history and infused with the imaginative edge of sci-fi and dystopian aesthetics, the brand offers a stunning array of distinct silhouettes, striking prints, and experimental fabrics. Each piece reflects an artful balance of the bold and the avant-garde, crafted for those who see fashion as a canvas for storytelling and self-expression.
Lucinda Babi
Selling a mix of occasion-wear and everyday items, Lucinda Babi is a gorgeous ethical Melbourne label that thinks outside the box to deliver beautiful pieces you’ve never seen before. We love nothing more than a brand that embodies true originality, and Lucinda Babi is the epitome of just that.
From bow tops or lampshade dresses, everything is made to order, minimising waste and helping promote slow fashion. Prices vary depending on the amount of work that will go into the piece, but you’re guaranteed premium quality every single time.
E Nolan
E Nolan is all about beautifully tailored garments with a nod to self-expression. This brand keeps it simple: exquisitely crafted, functional garments that are anything but ordinary. Each piece is thoughtfully designed to be timeless, built to last, and available in either made-to-measure or ready-to-wear sizing, with styles ranging from tailored trousers and jackets to blazers and suits.
You can book an appointment to have your measurements taken and explore the ideal pieces for your wardrobe and lifestyle, ensuring each item feels as personal as it does versatile.
Push Pull
Push Pull grew a cult-like following during COVID, and that loyal fan base has stuck around ever since. Founded in 2019 in a garage with screen-printed t-shirts, this streetwear brand has since expanded. Releasing limited drops with no restocks, the only chance you’ll ever have to purchase a sold-out item is during their limited pop-ups, events and Boxing Day sales. Hoping to inspire youthfulness within their community and put a smile on everyone’s face, this Melbourne label is one of the best.
A.Emery
Originally known for its minimalist footwear made for city life and summer escapes, A.Emery has since expanded into apparel, and the evolution is seamless. Each garment reflects the brand’s core ethos: refined, elevated basics crafted from premium materials. This is the Melbourne label to turn to for a curated capsule wardrobe, offering essential pieces that feel anything but basic and are designed to hold their place for years to come.
Emily Watson
Founded in 2020, Emily Watson has quickly carved out a space in Melbourne’s fashion landscape with a collection that slips between swim, ready-to-wear and editorial fantasy. Her pieces carry an avant-garde edge — sculptural ruffles, intricate ruching and artful frills — all worked into silhouettes that feel modern rather than saccharine. Textures shift, colours deepen, and every design carries that subtle, subversive streak she’s becoming known for. Bold, imaginative and unapologetically creative, Emily Watson is a rising designer worth watching closely.
Friends With Frank
While Friends With Frank may be synonymous with its iconic coats, the Melbourne label delivers far beyond outerwear — every collection is a masterclass in quiet luxury. These are pieces that slip effortlessly into a capsule wardrobe: refined, enduring, and crafted with fabrics chosen for both beauty and longevity. Designed with a “quality first” philosophy, each garment feels considered and calm, the sort of clothing that brings a little poetry to everyday dressing. Friends With Frank is the dream of elevated simplicity, realised.
Neuw Denim
You know when you find the pair of jeans? You know, the ones that fit just right. That’s how we feel about Neuw Denim. This brand combines Stockholm and Melbourne design to create quality denim pieces that are built to last. Their denim sculpts to your body and gets more comfortable with every wear. From low-rise and wide-leg to boot cut, they’ve got your dream pair waiting for you.
1013 High Street, Armadale
397 Brunswick Street, Fitzroy
169 Smith Street, Fitzroy
Par Moi
Par Moi was established in 2019 by Ashiya Omundsen as a bold response to fast fashion. This slow fashion Melbourne label focuses on creating timeless, standalone pieces that can be worn year-round instead of mass-produced items released seasonally. By utilising deadstock fabrics, each piece is crafted in limited quantities or made to order, ensuring that only the necessary items are produced.
JXS the Label
JXS the Label is dedicated to crafting timeless pieces with a luxurious edge — minus the luxury price tag. Carefully sourced and ethically produced, each garment is designed to live in your wardrobe for years, built around neutral palettes and flattering silhouettes that honour every body.
Founder Jasling Chin draws inspiration from Melbourne’s vibrant blend of art, culture and street style. “This fuels JXS with a constant pulse of inspiration when I create designs that celebrate individuality and creativity,” Chin tells Sitchu. “I want every JXS piece to make our customers feel effortlessly comfortable and confidently themselves.”
With its blend of ease, refinement and modern Melbourne sensibility, JXS the Label is one to watch.
Studio Katie Gray
Studio Katie Gray is full of romantic pieces that you’d find in a movie. Flowing, draped garments and unique, flattering silhouettes — think ruched tops, lace dresses, and drop-waist skirts — invite wearers to express their individuality and embrace their style. Dedicated to personal expression, Studio Katie Gray creates some pieces by hand in the studio, while others are crafted in small batches by Melbourne-based producers, ensuring quality and a local touch.
This brand is all about helping you feel your best and explore the art of self-expression through timeless, carefully designed clothing.
Best
Minimal meets sophistication at Best — and casual wear has never looked so good! Founded by Dylan Best, the brand redefines everyday attire with a focus on quality craftsmanship and great design. Each unisex piece combines minimalist aesthetics with premium materials, resulting in refined, enduring styles that prioritise both function and timeless elegance. These wardrobe staples are crafted for durability, offering a fresh take on casual clothing that’s anything but ordinary.
90 Gertrude Street, Fitzroy
In the mood to shop now you’ve got your fashion fix from the best Melbourne labels and brands? Take a look at Melbourne’s best consignment stores, or find a bargain at one of Melbourne’s clothing markets.
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