Style Melbourne

New… Forever New

As the paint was still drying and posters of Amazonian women were still being hung, I was lucky to enjoy a little sneak peak tour of Forever New‘s largest and latest store opening at Melbourne Central this morning., Fashionising, What Would Karl Do and little old I dodged paint tins and tradespeople to hunt for affordable covetables in the shiny new space.

Forever New at Melbourne Central

“Whatever we do, there will always be peach at Forever New,” relayed one of the shopgirls which pretty much sums up the label’s aspirational yet wearable aesthetic. After recent successful ventures into a “couture” range (in the sense of more luxurious fabrics at a slightly more luxurious price tag) and swim and resortwear, the Melbourne Central destination is Forever New’s latest jewel. The new space looks like the interior of a mirrored music box on a grand scale. Chandeliers, birdcages and custom antique-inspired seating are sprinkled through the store. I think the best feature is a concealed dressing room area that can be booked for private parties, so you can be styled with your friends, bridesmaids or sisters.

Forever New at Melbourne Central

Seriously loving their juicy tropical-hued jewels, an ikat print bag in peach, a clutch embellished with fabric daisies and pearls, a pair of cornflower floral wedges, and some delicious silver and gold woven platforms that my toes will be breaking in this evening. On Thursday 9th December the store will be offering 15% off apparel and accessories from 4-7pm to celebrate the opening and the gorgeous DJ Havna Brown will be performing too!

Forever New at Melbourne Central

Forever New is open now at the Lonsdale Street entrance of Melbourne Central (on the site of the old Colorado store).

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