Rebirth of Pretty


By one of our newest Stalkers - Hannah Lavery

In the current trend of androgyny, boys who look like girls who like girls who look like boys are what most brands are catering for. It is, therefore, extremely nice and refreshing to see a store re-embracing what it is to be made of sugar and spice and all things nice. 

Lady Petrova’ is run by Petrova Hammond, an ex-contestant of Project Runway Australia. Lady’s collections revolve around pretty pastel tones, tulle skirts, lace, vintage prints and all other beautiful little accents the designer can get her hands on. Lady intends to introduce “an elegant approach and long missed femininity” back into Melbourne’s retail industry. The boutique stocks not only her own label but also supports small local clothing and accessory designers and imports some beautiful overseas designers. Some brands brought in are difficult to find in other Melbourne stores, making Lady even more of a gem. One of these rarities is Thai label Stretsis. Lady is currently stocking their mermaid range which features chiffon sea-blue harem pants and dresses embellished with sea shell pockets. Ariel eat your heart out.

This is one of few Melbourne boutiques that not only provides beautiful Australian-made clothes but also a complete shopping experience. Try to catch one of Lady Petrova’s special events where not only do you get to see the latest range of clothing but also nibble on a cupcake and share a cup of tea with the designers. Petrova has created an intimate community between her ‘Lady Petrova Ladies’ on Facebook. Ladies get the opportunity to enter competitions and get notified about events and new excited arrivals.

The walls are adorned with local artworks which all run with the same quirky but cute aesthetic of the clothing. Garments can be quite pricey but due to the gorgeous quality each piece is something that you’ll treasure forever.

Lady Petrova is situated in Shop 3, 237 Flinders Lane (which is just down the first lane) and is a one-stop shop for anyone who misses felling like a princess!

Fly by the shop or check her out here