Thursday, 16 August 2007

Alice Euphemia 10 Year Anniversary

Shining brightly out of Melbourne, Alice Euphemia opened their second store in the former Craft Victoria building on Gertrude Street in Fitzroy on Thursday 26th of July in a flurry of independent style.

Owner Karen Reischieck celebrated Alice Euphemia's first decade with a room filled with 350 plus guests attending a mock wedding which starred designers Romance Was Born's forthcoming collection and Luke as MC. Those in attendance included local designers and crafts people Reischieck has supported over her 10 years in business - Alpha 60, LIFEwithBIRD, Romance Was Born, TV, Schwipe, Mjolk, Maus Cat Berlin and Iggy & LouLou amongst others.

Waiters dressed by Romance Was Born in lab coats and glasses poured Australian sparkling, Little Creatures beer and handed around cup cakes throughout the evening and there was elbows out from the ladies for the throwing of the bouquet! Loreal Melbourne Fashion Festival Festival Director, Karen Webster made the official opening speech commenting on Reischieck's invaluable contribution to Australian fashion and her dedication to nurturing young talent by breaking many designers such as Josh Goot and Toni Maticevski into big names. The overflowing community of people present at the event reflected the impact Alice Euphemia has had on Melbourne's design scene.

Alice Euphemia - 114 Gertrude Street, Fitzroy 03 9417 4300

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