" alt="Featured Image for Alice Euphemia’s Fitzroy store">

Alice Euphemia’s Fitzroy store

Melbourne’s Alice Euphemia has been a swinging shrine to Australian independent fashion for a decade now, hosting some of our favourites including Romance Was Born and TV amongst countless others. The success continues, with Alice Euphemia having opened a second store in 2007 in the old Craft Victoria building on Gertrude Street in Fitzroy, Melbourne. Owner Karen Reischieck (below middle) opened the Fitzroy store and celebrated the first ten years in style along with 300 guests including Loreal Melbourne Fashion Festival Festival Director Karen Webster (below left) and the evening’s MC, Luke John Sales of Romance Was Born (below right).