Indeed, Rosemount Australian Fashion Week is around that ever so aesthetically pleasing corner, where rising brands are compared to iconic labels and celebrated and critiqued in abundance. But dare we say that Melbourne still continues to pose a friendly yet fiery cultural threat to Sydney’s well-established fashion scene, as demonstrated by refined, funky and venturesome brand ‘lounge’.
Driven by Carmen Bianco, lounge (lower case ‘l’ preferred) is a local label that fosters timeless – but not traditional – seasonal collections. The brand aesthetic combines the influence of European trends such as draping and layering with high quality fabrics and integral Melbourne style basics to produce a cohesive range of pieces that depict a sense of classically cool with a twist; and the Winter 2011 collection is no exception.
Featuring go-to leather items, winter dresses for day and evening, professional ponti-suits and of course, a variety of knitwear all within a signature colour palette of earthy and neutral, the collection is unique, versatile, bold and effortless. Stocked in over 100 fashion boutiques Australia-wide, May 2011 sees the thriving brand expand yet again, opening a third Victorian boutique in Hawthorn, a seemingly natural addition to existing boutiques in Hawksburn and Black Rock, and of course the expedient e-shop.
Through the fusion of function and fashion, lounge embraces its simple motto with honesty and integrity, as outlined by Carmen: “It has always been important for me to give women pieces that will remain in their wardrobe forever, hence our motto at lounge has always been ‘timeless by design’. I like to think that each piece is a building block, and season after season my customer can add to her collection with the greatest of ease.”
For more information visit www.loungeapparel.com.au.