FashionThe labels that don’t play by the rules

  • September 7, 2018
  • St. Collins Lane

As Melbourne is consumed by the brilliance of Melbourne Fashion Week, we’ve turned our attention to the fearless fashion brands bringing their designer A-game to St. Collins Lane.

These days, we’re taught that fashion has no rules.

Be fearless. Be unique. Be your own muse.

It’s this common thread thats making it more and more important for designers to create inspiring pieces that stand out from the crowd and boast creative integrity, quality and a rebellious edge.

Zadig & Voltaire

Luxurious street wear and off-beat design come together to create a rock spirit and bohemian attitude that this favourite French brand’s Swedish creative director, Cecilia Bonstom, is synonymous for.

The Kooples

Keeping it in the family, the bright minds behind French label The Kooples, brothers Alexandre, Laurent and Raphaël Elicha have long been known for challenging the traditions of gender.


The artistic director of Sandro, Evelyne Chetrite, started her career in law before rebelling on her choice and making the bold move to fashion. Her design ethos is imbued with the nostalgic memories and vivid colours of her childhood in Morocco before moving to Paris.


Chetrite’s younger sister, Judith Milgrom, heads another Parisian powerhouse, Maje. Starting out working summers for Chetrite at Sandro from the age of 16, Milgrom went out on her own in 1998, injecting her flirtier and girlier sensibilities into Maje.


Beloved since 1774 for its supportive styles, in recent years, Birkenstock has challenged the notion that functionally and fashion can’t co-exist.

Look from Zadig & Voltaire
Look from The Kooples
Look from Sandro
Look from Maje
Look from Birkenstock

You can shop all of these brands at St. Collins Lane.

Zadig & Voltaire, located on Ground Floor.

The Kooples, now closed.

Sandro, located on Ground Floor.

Maje, located on Ground Floor.

Birkenstock, located on Level One.