Penthouse Mouse sees art link arms with fashion, walk into a neglected building and set up camp for a few weeks of one‐off designs, live photoshoots, installations, runway shows and other inspired events.
Penthouse Mouse exists alongside L’Oreal Melbourne Fashion Festival, as a place for independent and emerging labels to showcase their collections in a space that reflects their own label’s aesthetic.
The art-meets-fashion approach is what distinguishes PHM and is a highlight of the festival’s cultural program. It’s as if the moons and stars align, successfully bringing together various designers and artists from a range of creative fields, all in the one space.
It’s a unique platform, and one that is perfect for new and emerging designers. As Emina Dzananovic of OK OK told us, it is “a direct link to our fairly niche market in a setting which suits the design aesthetic of the participants.”
Designer Jono Cottee concurred, saying that the best part about being involved in an event like PHM for his label Vanguard is, “being able to tell the story of the collection and showcase it in a way that we might not be able to on a catwalk show.”
It is in this interaction with the pop-up space that each designer gets to represent their brand and further conceptualise their collection.
“I strongly believe that a consumer shop is not just about the product, but about the experience and its surroundings. PHM gives the public an insight to how designers think, and how we interpret our brand and the direction it takes, which is very exciting,” said Joshua Roberto Scacheri of Subfusco.
Many of the designers involved this year have been working on their very own prints and fabrics. There’ll be silkscreens, screen prints and inspired collaborations with other artists, knitwear that is of the chunky, fine, merino, jacquard and Peruvian persuasion, mesh, leather, stripes, florals, geometric patterning, contrasting proportions, assorted textures, rope and even a little bit of velour.
Melbourne is usually painted as a black-clad figure amongst Australia’s fashion landscape, but it would seem that this autumn/winter we won’t be limited to such a dark palette. With designers taking motivation from Japanese Samurai’s to Tiwi art and everything in between, it not only sounds colourful, but is.
PHM is a unique event, a cultural hub and an excuse to explore new, local talent.
Melanie Bower - who is producing an art installation this year - acknowledged the hard work and passion that Moth Design put in to bring this to us, “ [Moth Design] make PHM an amazingly open opportunity. This lack of limitation and the challenge of working in a site specific way each year makes PHM something to look forward to,” and she’s exactly right.
So if you’re a young fashion enthusiast, best get yourself down to PHM between the 6th to the 21st of March. Get your fill of creativity and superb local craftsmanship and have some sparkling while you’re at it. You won’t regret it.