It’s easy to see why Melbourne CBD is a fashionista’s dream. From Emporium, which brings together top labels under one roof, to laneways dotted with striking local designers, and familiar department stores, there’s a sartorial discovery waiting to be made, whatever your style.
This winter is the perfect time to pull on your favourite warm boots and head in to see what’s new. Over three bustling days (3-5 June), the Shop the City Winter Weekend will reinvigorate your fashion shopping experience with special offers, freebies, exclusive pop-ups, bites to eat and creative installations.
Stylist Sally Mackinnon is a city local, having lived and worked in the fashion capital for two decades. Here, she shares her insider tips for making your retail therapy session the best it can be.
Plan ahead
The first step is to make a plan, Mackinnon says. “Actually plan out your day. You could almost map it out, go to the visitor centre in Bourke Street Mall, have a look at What’s On Melbourne. Create your own itinerary.”
Mackinnon suggests being really clear about what you’re trying to achieve. “If you need a winter coat or a new pair of jeans, it’s about making the most efficient use of your time. Go to the stores or places that you really want to go to. Find out which ones align with your values, whether they’re locally made or ethically made, those kinds of things.”
With so many things to see and do at Shop the City, planning ahead will help you fit it all in (but try not to be too surprised if you find yourself in a warming laneway winter retreat, either).
Scan your wardrobe before you go
While there’s something thrilling about buying a beautiful piece you don’t need, Mackinnon says it’s important to be clear about what you really need.
It’s easy to see why Melbourne CBD is a fashionista’s dream. This winter is the perfect time to pull on your favourite warm boots and head in to see what’s new.
“This is how I work as a stylist. It’s targeted, it’s efficient, it’s planned. Every purchase has a purpose and a variety of uses within the wardrobe.”
According to her stylist’s eye, the chicest winter wardrobes will include relaxed, masculine suiting, soft shearling bags, oversized outerwear such as trenches, puffers and blazers, and tonal dressing that highlights a favourite colour.
“Before you hit the shops, go through your wardrobe and identify: what do I need?” Mackinnon says. “What’s actually missing? Consider the two or three key items that you can see working well for the season.”
Once you know what you can’t live without, visit the Shop the City website to find shopping discounts, like 10% off timeless Danish shoe brand Ecco and 20% off Australian-designed womenswear label Búl.
Explore, explore, explore
The city’s grid, with its stretches of major roads and intersecting laneways, has long made it a destination to walk and shop. During Winter Weekend, you’ll discover new attractions, retailers and even a cheeky hot chocolate in these connected spaces.
“Melbourne CBD has everything in walking distance – almost under one roof,” Mackinnon says. “It’s a very easy city to shop in. Everything’s very accessible. You can start at Melbourne Central, wind your way through to Emporium through Myer or David Jones out into the mall, then weave through the laneways to Little Collins Street and all the way to Flinders Lane. It’s a very well organised city; Melbourne CBD probably does it better than any other city in Australia.”
Mackinnon suggests even Melbourne locals can treat the city like a tourist destination. “There are quite a lot of new businesses in the CBD,” she says. “New restaurants, new bars. You can be from Melbourne and never have really experienced it. Put on your tourist cap and think, ‘What am I going to see today?’”
As you uncover everything the city has to offer, be sure to pop by the epic automated treat machine (ATM) at QV, for the chance to withdraw a prize.
Enjoy a little downtime
Shopping is hard work. Between hitting the big precincts, navigating hidden gems, and trying on every gorgeous item on offer, you’ll need a rest.
“The CBD is so well set up for being that one-stop shop. You can have a great bite to eat, or go somewhere for a coffee, even see a show.”
Unwind at the pop-up lounge at The Strand, where you’ll be treated to complimentary drinks and nibbles. Or head to Winter Laneway Market at Docklands, which will be full to bursting with fashion, jewellery and homewares, with a backdrop of live entertainment.
Whether you’re looking for your dream winter coat, browsing for the perfect piece to set off your existing wardrobe, or just coming in to enjoy the free festival vibes, Winter Weekend has you covered.
Shop the city from 3-5 June. Visit What’s On for more information.
