MELBOURNE: Victoria's female style addicts will soon be experiencing one of WA's biggest fashion success stories in a whole new way.
Morrison opens its first Melbourne retail outlet at Chadstone Shopping Centre on March 16.
"With over 150 wholesale accounts across the country [including Melbourne] 2008 is the ideal time for Morrison to expand its retail presence to Melbourne, joining the cream of Australian design talent at Chadstone Shopping Centre," a brand spokesperson said.
Founded in Fremantle six years ago, the label - which is almost entirely manufactured onshore - won the WA Designer of the Year Award in 2007 and was recognised as a finalist in Ragtrader's Fashion Retailer of the Year awards the same year.
"Designs are beautiful, natural and romantic and made from exclusive fabrics chosen from French and Italian mills. Superb Australian made quality is evident in every fit and finish," the spokesperson said.
Morrison co-founder and designer Kylie Radford said the first Melbourne boutique would feature soft lighting, limed European oak floorboards and recycled timber furniture in a subtle, natural palette befitting the brand.
"You will know it is a Morrison store as soon as you walk in. It will feel like somewhere you will remember; you can expect an organic touch."
Morrison’s winter 2008 collection draws inspiration from nature, with an emphasis on detailing including French seams, leather finishes and intricate stitching. The range will be complemented by Bouvier jewellery and exclusive European leather bags and jackets.