Alphaville

Before I start talking about this store, I think it’s important you imagine a puma in the corner playing on the double base and clicking its fingers. Or paws. Whatever, it’s imaginary, figure it out.
So off I go to the store that sells the things.
And oh the things.
Alpha 60 is a label that has been moving out all kinds of beauties from the sewing rooms.
Selling all the modern classics, Alpha 60 knows that to look forward you must also look back. Never to repeat but to use as a reference for the wonders of the future.
Modern, shapes, purpose. The clothes have all these.
Best to be the sort to carry it away. Wonderful.
YOU CAN STOP NOW PUMA.

A staunchly monochromatic affair, my wardrobe is in need of some of Alphaville’s wares. Now. As Minh L. noted, Alphaville can come off a little intimidating. It’s staff are all gorgeous, its interior almost brutally simplistic and spartan and its clothes, oh golly its clothes, they’re to die for.
Cultivating a very, very Melbourne look which can probably be summed up as: smart/​androgynous/​black/​white/​grey/​twisted/​sophisticated and intellectual with just a little bit of whimsical print thrown in to stop the whole affair from being too serious, Alphaville is the kind of shop you’d buy ALL of your chic basics from if a singlet wasn’t fifty bucks.
Probably best as the place you buy that classic but hard to find dress that only really comes alive when you try it on, Alphaville is one of my favourite Brunswick Street stores. And with prices not quite as scary as you’d imagine — think $ 100 and upwards for a dress rendered in beautiful quality silk and cotton — it’s definitely worth a look.

If I could afford the clothes at Alphaville, I’d probably shop there more often. Their garments range from $ 100 to $ 300 depending on the item. There is simplicity to the designs that give them a modern, chic, and sophisticated feel. It looks effortlessly cool in the way that I would love to dress myself.
I was also attracted to their use of colours, or the lack there of. It’s not that I’m afraid of colours, but I do like monochromatic designs of black, grey, white, and blue. You can match them easily with other garments. It also just looks classier.
Finally, I think Alphaville’s focus on loose and comfortable clothing is another big selling point. A long, loose skirt feels great against your body. The skinny, but loose tunic pants gives you a freedom that tight jeans don’t give.
About the actual Alphaville shop in Fitzroy — the service is friendly, but slightly intimidating. The workers are gorgeous and well dressed.