Blue Illusion expands into Geelong

Australian fashion brand Blue Illusion has just opened its latest store southwest of Melbourne CBD.

The new store is situated on Pakington Street in Geelong West, and is the first to showcase Blue Illusion’s new retail concept.

This adds to over 90 boutiques managed by the brand across Australia and New Zealand.

“We wanted Geelong to feel like a true style haven - somewhere women can come in, take their time and enjoy the personal service Blue Illusion has always been known for,” Blue Illusion co-founder, CEO and creative director Donna Guest said. 

To mark the opening, Blue Illusion will host a grand opening event from midday on Thursday, September 17, with Australian television presenter Catriona Rowntree attending alongside exclusive in-store activations, styling and light refreshments. 

The opening day will also support The Smith Family, with 7 per cent of all Blue Illusion in-store and online sales on September 17 donated to the charity, helping young Australians through education. 

In addition, Blue Illusion’s new Geelong boutique will also become the home of filming for the second season of Healthy, Wealthy & Wise makeovers, featuring Donna Guest alongside stylist, businesswoman and author Chyka Keebaugh. 

Blue Illusion is a French-inspired womenswear label, founded by Donna Guest and her husband Danny Guest in 1998.