Directional fashion-forward boutique Blonde Venus has stamped style into Brisbane since first opening in 1990. But 2015 sees the quirky and ultra-chic store close the chapter on Brisbane to set up shop in Melbourne.
“I've just somehow kept going,” says BV's creator Thea Basilou. “It's been over 25 and obviously it's been a personal passion for me.”
Brisbane storeOriginally from Nambour, Thea's timeline in the fashion industry dates back to 1980 when she first laid hands on Stiletto Magazine – Australia's answer to Andy Warhol's Interview Magazine from the States. Since then, Thea's creativity and love of the alternative blossomed into Blonde Venus.
Bianca Mavrick“I've always concentrated or really focused on new and emerging designers. And some of them I've stayed with for a very long time – like Karen Walker, we stocked her from when she was very, very new until just recently..."
Brisbane storeCurrently residing in a discrete laneway off James Street in Fortitude Valley where grunge, chic, unconventional and commercial sit side-by-side, BV will be moving to a new home. “It's right in the city centre on the first floor of this amazing art deco building called Mitchell House. So it is only direct foot-traffic, but Melbourne has a strong culture for that kind of thing. So we've found even though the foot-traffic is less, the sales ratio is better than here... There's a bigger market for niche fashion.
“Currently we have some different collections which are in store in Melbourne which have mostly been northern hemisphere ones like Jacquemus from Paris and Clair Barrow from London, Marques Almeida from London we've also got some Pageant down there... In the Brisbane store we've had more of the Australian labels, mostly Melbourne-based ones like Verner, Pageant, Dress Up, PAM. And they're all available online as well. But with the move to Melbourne, everything will be available down there.
Verner“It hasn't always been about retailing. I've always done in-store events or involved clients as a community with arts and music. So we've often done art exhibitions or had bands playing in store. It's been more about the spirit of being creative and working with the creative community then just the retail store.
Melbourne store“We're starting with the music in-store with a Melbourne band called Pillow Pro – they're a two-piece electronic. I like to do things like that over fashion shows. We used to do more catwalk and runway but it hasn't felt right to do that for a while, I've been doing other things instead that still include the same community but it's more interesting than just watching models.”
Thea was always one to move ahead of her time, this has kept her and BV at the head of the curve. “I was lucky to have the foresight to get online early and started an e-newsletter to our clients 10 years ago. So I built up a good following of e-customers already. It sounds ridiculous but it was actually unusual at the time. And then I've kept it going... which has continued on into online sales and with Instagram as well.”
PAMSWith some collections exclusive to Blonde Venus in Australia, Thea is always looking for new designers to give an international/ national platform to. “Every year I try to take on new designers. Not just Australian but international. Jacquemus is a good example because we were the first in Australia to pick him up and he's just got such a huge following... I'm always looking for someone who has a new spark or potential to be commercial as well as interesting.”
