Swoon – to be emotionally affected by something that one admires.
Last night Couturing attended the opening night of one of Melbourne’s newest boutiques, Swoon, and it was impossible not to admire the amazing work of co-owners and designers Brahman Perera and Keegan Hunt.
Taking a run down interior and turning it into a beautiful space is no mean feat, but Brahman and Keegan have successfully managed to create the perfect place to display the work of some of Australia’s most talented emerging designers. From Cathleen Jia, Neo Dia and Masonette, to Brahman and Keegan’s own labels, Elgar & Lyle and Margery Daw, Swoon is home to 42 talented designers. Not to mention a select range of homewares and boutique tea and Josephine macarons!
Being designers themselves, Brahman and Keegan had experienced first hand how hard it was for labels to find stockists. So Swoon was born, creating not only a fantastic concept store, but a place which offers a range of opportunities for emerging designers, such as sponsored designer launches and a high level of social media. It also creates a support network between emerging designers, which is great for a competitive industry such as fashion.
Thank you to Swoon for hosting such a wonderful evening. With a great range of womenswear, menswear, accessories, tea, macrons and homewares, Swoon has quickly become one of our must visit shops.
Make sure you stop by and visit Swoon at 109 Auburn Road, Hawthorn.
Images by Wanda Chin for Couturing