As someone who shops for a living, I was so thrilled to see my favorite boutiques and stores listed in this handy little book.
I started to mark the pages of both the stores I love and the stores I really must get back to, but realised very quickly that I was going to need a whole lot more post-it notes!
So instead, I just plopped the whole book into my handbag and now carry it with me everywhere.
I caught up with co-editors Emily Power and Antonia Acott in their Richmond office last week to find out a little more about their fab pink book ...
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| Emily Power |
The
Fashionista's Guide started life as a vintage shopping directory, but in those
early stages - when we were around a table at The Slattery Media Group fleshing
out the concept - we quickly realised that nobody had written a broader
Melbourne retail directory. We knew discount guides have existed, but not a
book that curated the finest stores in the same way that The Age Good
Food Guide is a careful selection of the best restaurants.
Antonia
Acott (née Magee) and I are the co-editors of the guide and we set
out to tell the stories of the retailers - beyond basic directory listings -
and celebrate what makes each so special. It's a designer guide but there are
lots of accessible stores in the book, as well.
Our
criteria was that the store had to offer a unique or exceptional shopping
experience, in some way, to be included, and that didn't necessarily mean it
had to be expensive. We have a Brunswick jeans store in the book that will
tailor $50 jeans for you while you wait. That certainly isn't high-end, but
what that store offers is brilliant service and a VIP experience, regardless of
the price, so it earned its place in our guide.
The
retailers included in the book are stores we have personally experienced and
knew were outstanding, others are cult boutiques, and some we knew of through
our rag trade connections - from photographers to stylists and designers - and
from simply listening to the word on the street.
 |
| Antonia Acott |
Antonia
- as the managing editor - and creative director Guy Shield and designer Beck
Haskins crafted the vision into a sexy, hot pink reality.
She
and I worked at the Herald Sun together for years as a journalists
(Antonia was a retail business writer and I was a fashion reporter), and the
process of creating a book together, as great friends, was daunting but very
special.
Antonia
is the managing editor of Fashionista's Australia - a new lifestyle publishing
wing of SMG, which includes guide books and a website, www.fashionistasguide.com.au -
and I stick to the writing. Antonia is editing the Fashionista's Guide to
Shopping in Sydney, written by Sydney journalist Emma Markezic (released
April next year) and making is inroads with a Perth edition (to come out late
next year). I predominantly write daily for www.fashionistasguide.com.au which
is a destination for news, fashion, lifestyle and culture.
We
have plans for many other Fashionista's titles.
We've
been thrilled by the response from the industry and on social media, and from readers.
We are very happy with the list of stores that we went to print with, but we
did not have room for everyone. We have a second list squirrelled away for the
updated edition and we are aware of including more boutiques that are north of
the river. The Melbourne guide will be updated annually, as will the other
capital city versions.
We
hope that through Fashionista's Australia - www.fashionistasguide.com.au -
and on Twitter - @Fashionistas_Au - that style lovers will share with us the
retail gems that they think we should know about, especially those in the
suburbs, for inclusion in future editions.
words by Emily Power
Regular readers of this blog will know that I don't accept advertising, sponsorship or payment to promote products. This product has been featured because I genuinely love it and think you will too!
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