Tailored tours first to offer exclusive fashion design experience

Melbourne Fashion Experience offers personalised shopping tours with a chance to meet the designers themselves

For the first time, discerning shoppers and five-star visitors can tour a range of high-class fashion design studios and shops – many of them impossible to discover alone in the labyrinth of Australia’s fashion capital.

Shoppers also have the opportunity to talk about the clothes and jewellery with the designers who created them.

Top designers and rising stars who regularly appear to welcome guests on the tour include Lisa Barron, Jenny Bannister, Gwendolynne Burkin, Cheryl Weir, Candy Spender, Kim Fletcher (milliner), Johanna Preston and Petr Zly of Preston Zly.

“The beauty of this tour is enabling guests to discover so many exquisite designer fashion stores in a short space of time,” said April Duck, who created the highly personalised tours with colleague, Deborah Boreckyi.

“The designers are very supportive of the tours, and whenever possible they will chat with our guests about their designs.”

Lisa Barron, one of Armadale’s top designers, said, “Melbourne Fashion Experience has created a niche at the top end of the fashion market, offering the busy woman a unique and exclusive shopping service pinpointing her fashion needs.”

Up-and-coming designer Cheryl Weir expressed the buzz being generated among Melbourne designers supporting the tours:

“How exciting that Melbourne can now offer such a unique shopping experience,” she said.

“Finding hidden treasures, shopping in ultra chic boutiques, meeting actual designers and having the chance to be personally styled – and just having a fun day out with the girls. What else could a woman want?”

Melbourne Fashion Experience is the first and only tourism business to create tours that focus solely at the top end of the fashion spectrum, and combines personalised service with the benefit of inside knowledge.

A new eight-seater Kia takes shoppers in comfort to a series of exclusive stores and studios from well-known fashion districts to out-of-the-way areas that guests are unlikely to find without guidance. A new black BMW 740 can be booked on request for a more indulgent alternative.

Groups are deliberately kept to no more than five guests, with two hosts who know the Melbourne designer fashion scene like the back of their hands.

Designers are on hand to meet guests whenever possible, and hosts remain flexible enough to enable one or two guests to linger in a store while the others move on.

The tours have particular appeal for:

  • over-30s with a yen for the latest top quality designs
  • busy professional women with limited time to hunt for top-range fashion
  • partners of business travellers looking for an enjoyable day or half-day trip
  • luxury travellers wanting to take home a taste of Melbourne fashion
  • groups of women seeking a different experience for a special occasion

Gift vouchers are also available.

Notes for editors
For further information on the tours, contact April Duck on 0405 089 408 or Deborah Boreckyi on 0412 613 092, email info@melbournefe.com.au or visit melbournefe.com.au

For background on some of the designers supporting the tours, visit The Designers and Links.

For high resolution images, contact Jane Hammond Foster on 1800 468 416 or email jane@publicityship.com.au