Alice Euphemia is not like your regular retail space; it’s a dive down a fantasy rabbit hole into a hidden fashion world full of whimsy and intrigue.

If you’ve had the pleasure of tripping down the rabbit hole and into Alice Euphemia, then you’ve found the pulsating heart of Melbourne’s fashion retail repertoire. Tucked away in a quiet corner of the architecturally iconic Cathedral Arcade, Alice Euphemia is a veritable Wonderland of stylish treats. With a credo that means only locally produced garments from Australia and New Zealand are stocked the shelves, the uniqueness and quality that hits the shop floor season after season is unparalleled in the industry.

Renowned for discovering Australia’s burgeoning talent, Alice Euphemia has nurtured the likes of Romance Was Born, Friedrich Gray, TV, Ellery, Therese Rawsthorne, Gary Bigeni, Arnsdorf and Tina Kalivas in its stratospheric rise to the top of its game. These are only but a few of the treasures you’ll find at Alice Euphemia; the notorious retailer also has a penchant for creativity in jewellery design, and houses the works of William L Griffiths, Julia DeVille and Iggy & LouLou to name but a brief few. Always on top of their game, the happy folks at Alice Euphemia also champion the work of student graduates, and are becoming increasingly apt at picking the big names before they become big names.

If you think this is an impressive resume for a retailer then you better double take- there’s more still to come. Alice Euphemia moonlights as a gallery space, and the store is always a-buzz with the excitement of new exhibitions. From fashion to art, Alice Euphemia marries the cultural intricacies that make Melbourne such a thriving hub of creative life. Throw into the mix champagne shopping nights, a cute new blog and the loveliest staff in town, and Alice Euphemia becomes more than just a shopping fix, it’s a complete experience.