New Guest Blog – Spring Fashion with Alice Euphemia + giveaway!

by Lucy Feagins, Editor
Monday 5th September 2011

Alice Euphemia joins us this week on the Guest Blog!

Melbourne fashion lovers will almost certainly know Alice Euphemia.  ‘Alice’ is one of our most popular indie fashion boutiques, with a particular penchant for Australian and NZ fashion, and emerging local designers.  Alice Euphemia is run by Karen Rieschieck, who opened the store way back in 1997.  Alice is still going strong today, in the same location in Cathedral Arcade, on the ground floor of Melbourne’s much-loved Nicholas Building.  Karen is passionate about supporting and promoting local design – she has mentored many fashion design students through RMIT, and has sat on various judging panels for local design awards.  This week Alice Euphemia is also involved in a Boutique runway parade for Melbourne Spring Fashion Week, taking place this Wednesday September 7th at Melbourne Town Hall (tickets and info here).

In a little nod to MSFW, we are very lucky to have Karen from Alice Euphemia joining us all this week on the Guest Blog!  Karen has seized the opportunity to introduce us to a few emerging Australian labels that she has her eye on – including Emma Mulholland, Kahlo, The Eleventh Hour and Bianca Batson.  Karen is convinced these clever young designers are ones to watch – you heard it here first!

Karen has also kindly offered TDF readers an online discount AND the opportunity to win a $500 Alice Euphemia gift voucher, to kick-start your summer wardrobe!

$500 Alice Euphemia Gift Voucher giveaway!

To be in the running to win a $500 Alice Euphemia gift voucher, simply visit the Guest Blog this week and leave a comment on any of Karen’s guest posts, between now and 10.00pm on Thursday.  One lucky winner will be drawn at random and announced on Friday!

10% Alice Euphemia online store discount

In addition to the fab giveaway mentioned above, Karen would love to offer TDF readers a special discount for the Alice Euphemia online store this week only!   The discount applies to all full priced stock in the online store only (including new season clothing, bags and jewellery).   The discount can be obtained by using the code ‘thedesignfiles’ at checkout.  This offer runs for this week only – it ends this Sunday September 11th.

Big thanks to Karen for the generous giveaway and discount offer!  Do pop over to the Guest Blog each day to learn a little about Australia’s most promising emerging fashion designers!

by Lucy Feagins, Editor
Monday 5th September 2011


  • Judy 4 years ago

    Wow Lucy. I love Alice Euphemia. Imagine a shopping spree for free.

  • Anna D 4 years ago

    I always try and visit Alice Euphemia when I visit Melbourne. Winning a free shopping spree would certainly warrant another trip!

  • Fran 4 years ago

    Such unique and beatiful clothes. I would love to win some of your items!

  • Reannen Pettman 4 years ago

    Oh how inspiring these Alice Euphemia spring fashions are! certainly winning this would kick start my spring/summer wardrobe. :)

You might also like

by Lucy Feagins
Monday 6th October 2014
by Lucy Feagins
Tuesday 9th September 2014
by Lucy Feagins
Friday 12th September 2014
by Lucy Feagins
Tuesday 25th November 2014
by Lucy Feagins
Wednesday 10th September 2014
Joost Bakker & Ryan Bussey
Tuesday 16th September 2014
by Lucy Feagins
Wednesday 17th September 2014
Georgina Reid
Thursday 18th September 2014
by Lucy Feagins
Tuesday 2nd September 2014
Joost Bakker & Ryan Bussey
Tuesday 2nd September 2014
by Lisa Marie Corso
Monday 8th September 2014
by Lucy Feagins
Wednesday 3rd September 2014