The guys from Trolley’d mixing some cool-looking cocktails
Topshop ambassadors pose for photos
With the lovely ladies from E.S. Empire
It was about time Melbourne CBD got its own Topshop store. Years after the brand arrived in Australia, Melburnians still had to go down to Chapel St. or Highpoint to shop the best in British high street fashion. Not anymore. Tomorrow, July 24th, Topshop/Topman Emporium will open its doors at 10am. The day will be celebrated with many festivities, including breakfast treats, music and the opportunity to win vouchers of up to $200 for the first fifty people queuing up.
MissMatchy was invited for a Media Preview earlier today, and so I thought I’d share some pictures ahead of tomorrow’s official launch. Bloggers and media people had a chance to see the store before the general public, have some refreshments, jam to a cool DJ set, get their hair spruced up at a mini L’Oreal salon, snap some pictures and hang out with the Topshop ambassadors – blogger Lisa Hamilton (See Want Shop), author Zöe Foster-Blake, musician Nathaniel Willemse, actress Isabelle Cornish, blogger Luc Weisman (D’Marge) and actor Sean Keenan.
Before all of that we were each taken on a tour of the new store, which looks amazing and it’s huge – the biggest one in the southern hemisphere. Apparently, the only ones that are bigger are the London and New York stores.
The lower ground floor is dedicated exclusively for Topman and offers absolutely everything the boys need – from basics and activewear to shoes, accessories and suits. It’s got more than enough to distract the men while the girls shop up a storm upstairs.
With two levels dedicated to them, the ladies could easily get lost in all of the options. To make shopping easier, the amazing team at Topshop have merchandised the store into smaller areas – each reflecting a particular trend. My favourite section was “London Loves”, an edit by the Topshop Headquarters team of the best the store has to offer. It was there I found a blush trench coat made out of a neoprene-like fabric that I just had to bring home with me. Another cute little corner is “Once We Were Young”, a selection of vintage pieces looking for a new home (so Melbourne!). Make sure you also check out the boho section, previously called “Folk” but now renamed “Rumours” for its homage to Stevie Nicks. The prints are divine!
But while you are getting lost in the racks, don’t forget to also notice the incredible architecture. Many of the store’s windows open to an alleyway that just adds a trademark Melbourne touch like nothing else would… So get down to Topshop/Topman Emporium tomorrow and see it all for yourself!
Topshop/Topman Emporium Ground Floor – Emporium Melbourne 287 Lonsdale St, Melbourne (open 10am-9pm this Friday)