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Melbourne Store Review: SWOON Lifestyle, Hawthorn. A place where you will find yourself Swoon-ing over Melbourne’s best designers
I WAS INVITED TO THE SWOON BOUTIQUE STORE LAUNCH that happened 2 nights ago, in Auburn Village, Hawthorn. Now, I knew about Swoon when I first met Brahman Perera a couple months back. Brahman happens to be the head designer and founder of Elgar and Lyle – An independent accessories label seen spotted on most fashionista’s neckline) alongside his Swoon partner, Keegan Hunt, who is the founder and head designer of Melbourne’s independent label Margery Daw.
So my understanding of the concept of SWOON Boutique was for it to be an accumulation of independent Australian designers in the one boutique outlet. Having gone to several store launches in the last few months, what I expected was to see some familiar faces, congratulate Keegan and Brahman and have a bubbly or two. But what I didn’t expect, was to be completely blown away.
The store fit out exceeded any boutique layout I have seen in a while, and the translation of visual aesthetics and décor all came together to give the best store experience one could have. Brahman even joked about having the store open for ‘Friday quite night drinks’ where he’d open the doors for sneaky champagne on Friday nights. We joked and laughed about it but I simply thought it was a great idea, the more personable you get with your peers, the better. And Brahman and Keegan seem to be right on top of that game.
I also found out on the night that Lisa of Couturing (@lisacouturing) lives just around the corner from me and we are going to make a date to venture down to Camberwell markets one of these weekend. Not that I don’t already frequent there, but going with someone who is just an avid preloved shopper as I am would be amazing and also a great photo op!
Til’ then, do take some time to check out the Swoon boutique. They are located on 109 Auburn Road Hawthorn VIC 3122 and house over 40 independent Melbourne designer labels!
Only open as a Pop-up, don’t wait til it’s too late and now you know of a great spot to find amazing pieces whilst supporting our fellow talented designers! And trust me, my photos are just the start of it.
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