The Edgeley shop serves as a design studio, retail space, fitting room and inspiration haven. Situated at the beating heart of Fitzroy’s Gertrude Street, the shop and its eclectic collections have helped turn the area into a vibrant design destination. Two Edgeley collections are produced per year, as well as a smattering of one-off creations which are offered for sale through the shop. All Edgeley garments are proudly made in Melbourne.
Questioning established notions of ‘good taste’ is a concept that runs throughout the Edgeley brand. With a cheeky nod towards challenging conventional aesthetics, Alice Edgeley creates her own version of bold glamour by following her instincts rather than the dictates of current fashion orthodoxy.
The shop also stocks pop art perspex earrings by Sydney designer and long time collaborator Nikita Majajas of Doodad and Fandango.
If you’re lucky you can even catch Curlers rehearsing of an evening in the window. Curlers are a four piece from Melbourne. Elissa Rose guitar & vox, Emma Peel keys, Ginger Light bass & Alice Edgeley drums.
Edgeley designs are not trend based and do not abide by the fast fashion constructs of disposable fashion. Each piece is made with love and care. Created to be kept forever, they are special heirloom pieces, their longevity contributing to a sustainable ethos. I offer an alteration and repair service to all my customers – once purchased I provide the option for it to be altered as bodies change.
Because Edgeley pieces are designed and manufactured in-house, there is control over all manufacturing processes. Many of the materials are vintage and/or reclaimed, giving them a second life as part of creative and bespoke pieces. During the pattern engineering process, particular focus is given to reducing waste when cutting garments, and off-cuts are used for trimmings and smaller accessories.
Collections are produced as samples with individual orders then taken after consultation with clients. This bespoke model dramatically reduces production of excess inventory, so no garments end up on sale racks or in landfill. At Edgeley I can respond to clients to create bespoke sizing for pieces that allows the brand to be both environmentally sustainable as well as commercially viable.
When packaging garments no plastic is used. The items are wrapped in recycled tissue paper and bagged or boxed in recyclable receptacles and secured with bio-degradable sticky tape.
Hailing from a long line of tailors and dressmakers, fashion design is in Alice Edgeley’s blood. Having learnt to sew at a young age – leading to the best-dressed dolls in the neighbourhood – she has been a professional in the industry for over two decades. Alice began her career as an apprentice costumier at age 16 and the rigors of theatrical costume form a backbone to her designs. She was swiftly snapped up by celebrated British fashion designer Christopher Kane, where she worked at the helm of his design studio in London. Since 2010 her eponymous label has flourished from its base on Gertrude Street, Fitzroy, home of the Edgeley store – the quintessential dressing up box and all-round creative hub.
Alice has a fundamental understanding of the female form in all its glorious incarnations, and passionately believes that glamour and beauty are not determined by numbers, be it on a dress label or a birthday cake. Frustrated with the narrow parameters of much of the fashion industry, Alice recognises that most women are not a standard size and this is reflected in the bespoke service that is an imperative element of the Edgeley experience.
Alice remains a favourite designer for many performers and artists, and her custom pieces are ordered across the globe from London to New York by the likes of DJs, cabaret artists, musicians and circus stars.
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