Hawthorn has some of the most expensive real estate in Melbourne, so it comes as no surprise that there’s an extensive choice of top-end retail fare on offer, particularly fine fashion boutiques. Whether one is off to watch children playing sport on a Saturday morning, or out to lunch or dinner, finding the appropriate outfit isn’t difficult in this salubrious suburb.

1. Lounge the Label

Location: 99 Auburn Road, Hawthorn

Inspired by a timeless European approach to fashion, Lounge the Label stocks some of the most coveted German labels, including Annette Gortz and Rundholz, the latter being highly coveted with the fashion-savvy down under. The brainchild of Melbourne-raised Carmen Bianco, Lounge the Label also carries her own distinctive label. With a clientele of women who don’t blindly follow trends, the clothing racks are filled with garments that transcend fashion. These clients also appreciate premium fabrics and silhouettes that don’t restrict their movement.

2. Scarlet Jones

Location: 95 Auburn Road, Hawthorn

This industrial-style store is the perfect expression for Scarlet Jones’ clothes and small collection of homewares. Exposed brick walls and rough-painted concrete floors, dotted with worn 1920s cane armchairs. Distressed mirrors and owner Lynn Clay’s collection of artifacts add to the intrigue of this magical retail environment. Here, you will find an interesting collection of designer clothes from the likes of Yoshi Kondo and Mina Perhonen, both from Japan. Clay’s own label that includes linens and cottons, ‘Metta Melbourne’, has the same rich patina as the store itself.

3. Et Al

Location: 714 Glenferrie Road, Hawthorn

Et Al is known for its black and layered clothing, which is often generous in fabrication and sizing. The emphasis is on easy-to-wear designs and on comfort, while still maintaining a high degree of style. When asked about the cliental, “our clothes are for fashion conscious women and men who are confident in their choices”. The shredded linen curtain used as a backdrop for the Hawthorn store’s window display, captures the textures found in many of the garments, some with unfinished hems.

4. Merry-Go-Round

Location: 205 Riversdale Road, Hawthorn

Merry-Go-Round is not the typical recycle store. Here, every garment and fashion accessory is meticulously inspected, with many items appearing as new. The beautifully colour-blocked merchandise is well spaced on each rack. With clothing, accessories and shoes coming from the well-heeled wardrobes of those residing within Hawthorn and surrounds, it’s not uncommon to pick up an outfit that may only have been worn once. It’s the perfect way to dress well at a fraction of the usual retail price.

5. Simone Perele Boutique

Location: 709 Glenferrie Road, Hawthorn

Established in Australia over 40 years ago, Simone Perele offers women the opportunity to enjoy fine French fabrics, including lace, but also the workmanship that makes these undergarments feel the way they do. Known for their exacting fitted bras, as well as the quality of the label, Simone Perele has established an enormous following in Australia, with the Hawthorn boutique being one of finest.

6. Muse Boutique

Location: 794 Glenferrie Road, Hawthorn

Focusing on middle-to-high-end fashion labels, Muse Boutique includes Australian, New Zealand and European designs. Designers such as Trelise Cooper (from New Zealand) is represented along with Sabatini, also from New Zealand. On the racks, you will also discover Marlene Birger, Rebecca Valance and the well-known european label, Max Mara Studio.

7. Digby’s

Location: 722 Glenferrie Road, Hawthorn

Melbourne-based owner Charles Digby has made a name for himself on the local fashion scene since opening his first boutique in the 1970s. Specialising in sophisticated and timeless designs and sourcing some of the finest fabrics from Europe, (in particular Italy and France), the palette here tends to steer towards the darker and moodier, responding to Melbourne’s discerning clientele.

8. Lucente Collective

Location: 769 E Glenferrie Road, Hawthorn

Stocking globally sourced high-end apparel from Paris, Los Angeles and Scandinavia, Lucente Collective also finds fashion gems closer to home, in Melbourne and up north in Byron Bay. Some of the most popular labels herald from Australia, including Steele, Status Anxiety and Nobody Denim.

9. Swoon

Location: 109 Auburn Road, Hawthorn

A multi-faceted boutique, Swoon represents both emerging and established fashion designers. Founded by Keengan Hunt and Brahman Pecra, there’s an eclectic mixture of clothing and accessories. The store’s racks, fashioned from plumping pipes with rusted tap heads, create a rich and worn patina to this distinctive boutique.

10. Callipso-one

Location: 797 Glenferrie Road, Hawthorn

Offering unique and wearable fashion, this boutique stocks 20 different labels, both locally and international. There’s Nu as well as Cream, both from Denmark and Desigval and Andamio, both from Spain. New Zealand labels Loobies Story and Verge complete the story, with New Zealanders, as always, offering a distinctive ‘voice’. With limited pieces for each design, it’s quite unlikely you will bump into someone wearing the same outfit!          

Images courtesy of Lounge the Label & Scarlet Jones

Lounge the Label stocks some of the most coveted German labels, including Annette Gortz and Rundholz, the latter being highly coveted with the fashion-savvy down under.

This industrial-style store is the perfect expression for Scarlet Jones’ clothes and small collection of homewares.


Here, you will find an interesting collection of designer clothes from the likes of Yoshi Kondo and Mina Perhonen, both from Japan.

Lifestyle & Design

Be the first in the know

Receive the latest Kay & Burton property news delivered straight to your inbox.

Subscribe now No thanks!