Since it came on to Melbourne’s fashion scene 15 years ago, Alice Euphemia has been the place to go for on-the-money, up-and-coming local designers. Recently, owner and guru Karen Rieschieck asked architectural innovators Ben Edwards and Juliet Moore of Edwards Moore to give the store a makeover. The result is an imposing central staircase that draws the eye – and your shopping sensibilities – into all parts of store.
As if the great new design weren’t enough to make you want to visit, we asked Karen to name three of her favourite new looks for autumn/winter 2012.
Emma Mulholland: These backpacks feature her own lovingly applied shark print with a hint of fluoro tie-dye and leather trim. Brilliantly, each one is one a one-off. What’s not to love? Kanye West came in to the store and bought one, so if it’s good enough for Jeezy…
Romance Was Born: In my books, camping, 70s decor and German pottery are all worthy inspirations for a fun winter collection.
Carly Hunter: This snuggly (faux) fur wrap vest is an Alice exclusive. I’d wear it all day, every day when the winds blow. Layer it over shirts and long-sleeve tees, or squeeze under a coat for extra warmth.
37 Swanston Street, Melbourne, 3000
T:(03) 9650 4300