Your new shopping destination…

We’re been super busy this year with one of our projects to launch Melbourne’s exciting new luxury fashion destination. Introducing Pari Passu Boutique in the beautiful bayside suburb of Hampton, Victoria. Let’s take a look…

The boutique underwent a complete renovation to deliver a stunning showroom for leading International and Australian women’s style. Gold metallic details, polished wooden floor boards and the minimalist layout allow for the clothing to shine.

At Craig Lawson Communications, our team handled releasing the news via our media contacts and building of the social channels. The big news was that the boutique would be only stockist in Victoria of cult LA brand LNA Clothing – so we dealt directly with their PR people to deliver top news stories to the local media.

Celebrities who are fans of the LNA Clothing brand include; Kate Moss, Beyoncé, Kylie Minogue and Kim Kardashian, the list goes on. All have been snapped wearing the brand known for its relaxed structured style with a sexy vibe taking inspiration from the LA beach lifestyle.

LNA Clothing Co-Founder and Designer Lauren Alexander is excited to see her brand coming to Melbourne.

“Australia has been a source of inspiration throughout many LNA collections so it’s pretty exciting for our line to be represented in Melbourne,” she says.

The label began with the idea of creating the perfect men’s inspired t-shirt for women, LNA Clothing has since evolved into offering everything from t-shirts to leather jackets and cashmere sweaters.

Alexander says she has always felt a strong connection with the Australian lifestyle and fashion.

“I’ve always thought Californians and Australians have a similar sense of style so LNA is something that that will fit naturally,” she says.

Pari Passu is a Latin phrase meaning ‘hand-in-hand’ or ‘side-by-side’ which is exactly what our boutique is about. We feature a collection of everyday looks through to dazzling one-off pieces that will sit beautifully side-by-side in your wardrobe.

International brands to be stocked include; Repetto – Paris, LNA Clothing – LA, Big Star Denim – LA, AMS Pure – Spain, Maria Black – Denmark, Transit – Milan, Gregory – New Zealand, to name a few.

There will also be strong Australian fashion representation to include; Alice McCall, BY JOHNNY, Asilio, Sass and Bide, Banjo and Matilda, Misha Collection, Nickel and Sole, the Ark, plus many more.

Make sure to stop by and check it out!

Pari Passu Boutique
343 Hampton Street, VIC 3188
03 9598 2442



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