As far as cities go, Melbourne has always had an undersupply of lingerie houses that are both good and modern. It’s never been hard to find lingerie, but contrast the boutiques in the city with those you’ll find in Paris, London and New York and you’ll see that for the most part, despite a ready and willing customer, they’re simply not offering the same experience as their foreign counterparts. There are no Agent Provocateurs in Melbourne nor anything close to a Coco de Mer, and the boutiques that are here don’t have anywhere near the same marketing impact or influence despite having an open playing field.
BelleChasse seems intent on changing that.
BelleChasse’s opening season campaign.
Having opened just outside the city, BelleChasse has brought to Melbourne that hedonistic mix of fine lingerie and kink without any of the old world stuffiness that often makes other fine lingerie houses feel like they’re solely the domain of the middle aged. They sport the same youthful (oft at heart) and confident vibe that has done much to leave us also coveting the likes of Agent Provocateur and Lascivious.
BelleChasse has opened at 1052 High Street in Armadale, and is certainly well worth a visit. A visit that is likely to live up to their name, BelleChasse effectively a portmanteau for the ‘beautiful chase’ (or ‘beautiful hunt’ which doesn’t have the same ring about it). In their intimate and brilliantly designed store you’ll find offerings from their house label as well as from the likes of Princesse Tam Tam and Marlies Dekker.
You can see all the pictures from BelleChasse’s store launch party in Melbourne by clicking on the thumbnails below and browsing through the gallery.