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 a selection of hand-picked independent designers who share the same Edgeley ethos, curated by Alice’s expert eye. These include pop art perspex earrings by Sydney designer and long time collaborator Nikita Majajas of Doodad and Fandango, the BAD Weekend zine, masks by Official Ratbag, and art cushions by Untitled hashtag.
If you’re lucky you can even catch Imperial Leather rehearsing of an evening in the window. Imperial Leather are a Spa Country, Spaghetti Goth, Surf n Turf, Post Punk four piece from Melbourne. Annaliese Redlich guitar & vox, Emma Peel keys, Ginger Light bass & Alice Edgeley drums.
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.