Spring Fashion with Alice Euphemia – Emma Mulholland

by Jenny Butler
Monday 5th September 2011

This week we welcome Karen Rieschieck of Alice Euphemia to the Guest Blog! Karen will be sharing some of her favourite up and coming fashion designers in celebration of Melbourne Spring Fashion Week. Karen has also generously offered a $500 gift voucher to Alice Euphemia to one lucky reader – be sure to leave a comment between now and 10pm Thursday for you chance to win! – Jenny x

Post Vibe Blazer and Dart Frog Mesh Top by Emma Mulholland

We have the pleasure of introducing a bevy of debutantes to the Alice stable this spring/summer. Over the next five days we’ll be introducing our hot picks of Australia’s newest and brightest designers in fashion. Perfect way to celebrate Melbourne Spring Fashion Week!

We’re damn excited by Emma Mulholland’s collection, an exaggerated range inspired by surf labels from the 80’s and 90’s (remember Hot Tuna?), with elements inspired by craft from Papua New Guinea and Africa. ‘Queen Aurelia’ is psychedelic and sporty, with lots of mesh, dip and tie-dyed silk and heavy embellishments. Emma was selected to show at RAFW this year in the TAFE New Innovators Parade and immediately caught our eye. This is a limited and brilliant debut collection. This is the sort of ‘find’ that keeps us still excited about local fashion after 15 years!

Karen x

Dart Frog Dress and Parrot Fish Skirt by Emma Mulholland

by Jenny Butler
Monday 5th September 2011


  • Melissa 5 years ago

    wow, lovely label. beautiful clothes!

  • Carly 5 years ago

    Such great colour! Loving that about the new season and looking forward to shedding the winter clothes…

  • Luisa 5 years ago

    Unique look that says Melbourne to me, embrace the colour for sunny days ahead.

  • Mel 5 years ago

    Love the colour explosion and the gorgeous primitive patterns!

  • Jane 5 years ago

    A blessed relief from the blacks n greys of Winter

  • Shakira 5 years ago

    A-m-a-z-i-n-g! Love the colour and patterns so much!

  • Anna 5 years ago

    What colorful & fabulous prints to brighten any day!

  • Phoebe 5 years ago

    Gorgeous colours….

  • leah 5 years ago

    What a gorgeous way to ring in spring. Gloriously awesome…

  • AmandaT 5 years ago

    So much gorgeous colour! I’ll definitely make a visit next time I’m in Melbourne!

  • ana 5 years ago

    i am NOT afraid of colour!
    would love, love, love to win these eye candy clothes.

  • Chris 5 years ago

    Those colours and textures are amazing!

  • jo 5 years ago

    very creative designs, very bold would be quite a statement at the office.

  • Karina Harvey 5 years ago

    Super fun outfits, nice to see some colour explosions!

  • Anna 5 years ago

    ah! the vibe blazer and frog mesh top are freakin’ awesome…

  • Naomi 5 years ago

    wow can’t wait to get stuck into THAT! :-)

  • Rachael 5 years ago

    colour me up please….

  • Jen 5 years ago

    Love the blazer, and she was my favorite model on ANTM!
    Will be watching this space fir mite amazing designers!!

  • ponygirl summers 5 years ago

    Those shoes remind me of bike handles – you know with the streamers dangling. Gorgeous to see colour now that spring is here. xxx

  • Lisette 5 years ago

    oh gimme gimme gimme! my wardrobe needs a facelift :)

  • lauren 5 years ago

    amazing colours!!

  • Clare 5 years ago

    It’s a relief that there are young designers out there still willing to push play – be interested to know what PNG crafts have influenced her…like the froggie crop top best..

  • Emily 5 years ago


  • Bev 5 years ago

    Looks great and would be fantastic to win.

  • Georgie 5 years ago


    Great to see designers pushing the boundaries!

  • Sheena 5 years ago

    The colours ar blowing my mind. Brilliant.

  • Vinny 5 years ago

    Stunning clothes! Loving all the colour!

  • Nicole Johnson 5 years ago

    Great work Karen! Love the colours.

  • anna 5 years ago

    color…Color..COLOUR such a relief from our Black black BLACK

  • Millie Burke 5 years ago

    These designs are just so overwhelmingly amazing. Such incredible pieces of art.

  • Sarah 5 years ago

    I would live in AE if I have the moola! Plus you guys sell the famous TORTILLA RING! ooooooooooh love.

  • Priscilla 5 years ago

    Beautiful colours and patterns!

  • Joanna 5 years ago

    great stuff…

  • JO 5 years ago

    my summer wardrobe is very much in need of some love and attention!

  • Kylie 5 years ago

    I need some colour in my life x

  • Michelle 5 years ago

    Everything looks so amazing….would love some more colour in my wardrobe..x

  • Kelly 5 years ago

    amazing colours/patterns/textures, i gotta break out of my melbourne black habit

  • Angie 5 years ago

    I want my summer to be full of colour! x

  • Rowena 5 years ago


  • Sarah 5 years ago

    Absolutely love the Lover red lace dress. All clothes are so colourful and unique though!

  • Sophie Travers 5 years ago

    one of the best reasons for moving to Melbourne…Alice Euphemia I salute you!

  • Narella Flood 5 years ago

    This is my daughters absolutely fav shop. She loves the individual clothes, the one offs and the incredibly creative designs. I’d love to surprise her…

  • Kate 5 years ago

    Yay for a rainbow of delightful clothes. Isnt it a nice world with so much talent in it. I love spring.

  • Lyndal 5 years ago

    colour? in Melbourne?! loving your work AE.

  • Judy 5 years ago

    Gorgeous colours. Fantastic to brighten our Melbourne days. Though today is so bright – it is glorious. Clothes to match the day. Beautiful.

  • Madeleine 5 years ago

    Love this stuff!

  • Rachel 5 years ago

    Excitement! Love this guest blog collaboration. x

  • leanne 5 years ago

    Love the colours for spring!

  • Alex 5 years ago

    Perfect for spring :)

  • meggsy 5 years ago

    All these colors are a spin out! love them.

  • cathy 5 years ago

    Sensational colours

  • Lizzie 5 years ago

    Such a treasure trove of gorgeousness

  • Anthea 5 years ago

    Bye bye black sheep !!

  • janelle 5 years ago

    Like a bower bird collection! Love it.

  • emma g 5 years ago

    so nice to see some colour!!

  • Frankie Cust 5 years ago

    All the pretty colours! These garments would certainly help me in my quest to always look like i have been spewed on by a rainbow. I’ll definitely pop in soon to have a play. x

  • Lorena Mair 5 years ago

    just amazing!

  • ros 5 years ago

    The bold & the beautiful…

  • julz 5 years ago

    Oh I love Alice so!

  • Clare 5 years ago

    oooo! I’m headed to Melbourne in October and some dollars to spend at Alice Euphemia would be mighty appreciated. I can still vividly recall my last visit. It was the year that Romance Was Born had all the Del Kathryn Barton prints.

  • Tobey 5 years ago

    My sisters wedding is fast approaching and the theme is ‘a splash of colour’… is it a sign? I think so!! :)

  • Janette 5 years ago

    Lovely :)

  • Erin 5 years ago

    wow those clothes scream summer!

  • Amy Cumming 5 years ago

    Only yesterday I was playing with my warerobe to see what patterns together are acceptable..now I feel much more confident getting my colourful on! Now to decide which statement alice piece I can add to the mix! :)

  • Sarah 5 years ago

    that’s out of control !! love the colours :)

  • rachael 5 years ago

    bring on the alice goodness!!

  • karlee slater 5 years ago

    Alice is beautiful. I once bought an amazing coat there and my drycleaner “lost” it.
    :( maybe with the $500 I could buy another one?

  • Hannah 5 years ago

    I want pom poms on all my shoes, very awesome!

  • kellie 5 years ago

    wow crazy awsome designs…love it

  • Emma Ricketts 5 years ago

    Love Alice!

  • Jenna 5 years ago

    A gift voucher would do wonders for my new goal not to wear only black, especially with all those colours!

  • Lisa 5 years ago

    I would love to be able to open my wardrobe and see a party happening in there!

  • Emma 5 years ago


  • liz 5 years ago


  • frankie 5 years ago

    I have made a pledge not to wear black for a year, what a help these clothes would be!!!Thank you for brightening my inbox.

  • Melissa Louise 5 years ago

    Another amazing example of art through fashion!

  • andherimagination 5 years ago

    They Hyper Colour is wonderfully refreshing.

  • Amber 5 years ago

    I just LOVE all these colours for Spring – JUICY!!!

  • Gabriela 5 years ago

    so so cool!

  • Michelle 5 years ago


  • Belinda 5 years ago

    Wow – those colours! I am trying very hard not to think about Hot Tuna. It’s a bit, well, wrong associating such beautiful pieces with Hot Tuna!

  • Kate 5 years ago

    I LOVE it! The colour is so refreshing x

  • Sarah 5 years ago

    Great new talent

  • Anna 5 years ago

    Please turn up the colour dial to full blast! I am loving Australian labels that reference elements of 80s Australian fashion – I totally get the Hot Tuna reference – taking the positive elements of a design and transforming its connotation. I grew up with surfies and to be honest we didn’t really see eye to eye. But I did wear surf tshirts and now that I am an adult I appreciate how striking some of those designs were, especially when taken out of context. I love how Emma has used neon to merge such colloquial references with tribal designs. Ideal for snake-like wandering through a long, hot Australian summer!

  • Roisin Lowe 5 years ago

    Emma Mulholland’s choice of colours inspire me me steer away from my typical Melbourne muted palette of a wardrobe… Not since my Hyper Colour days have I deviated from shades of black, grey and beige. Me, boring? Pah-lease! But I’m now feeling an essential wardrobe colour overhaul! Well done Alice in always exposing us to and being at the forefront of new trends and up-coming talent!

  • Joh 5 years ago

    That blazer is brilliant. Literally. LOVE seeing designs inspired by nature.
    Thanks TDF and Alice E.

  • Marina 5 years ago

    Amazing colours!! Perfect for this warmer weather which has started to emerge.

  • Anna E 5 years ago

    Such a bab’in collection

  • Jessie 5 years ago

    So bright and colourful, perfect to wake us from our wintery monochrome.

  • CJ 5 years ago

    yep spring and colour so necessary!

  • karen 5 years ago

    winning this would surely brighten up my day

  • Maryann 5 years ago

    Wow, I nearly spilt my cup of tea!!! Not because I think I think it’s beautiful, but because I’m trying to find out if Emma Mulholland has a connection to the people and culture of PNG and Africa and I can’t find one!!!

    If not, this is appropriation and sadly, another attempt to take elements of another person’s culture to create new trends and be “innovative”. Designers in the fashion industry and any industry for that matter, should consider why they need to draw from other cultures as inspiration rather than look at their own. There is beauty and integrity in there somewhere.

    For Indigenous artists and designers like myself who are from the Pacific and who are creating work that references the sacredness of our cultures and symbols, this kind of work is offensive. Many designers have copied before and it will continue unless people start making an intelligent effort to acknowledge cultures properly and respectfully.

    If you want to see some work from the Pacific that has style and integrity, see the Pacific Women’s Weaving Circle on facebook and some of mine at http://www.maryanntaliapau.net You’ll find how much we value our craft and designs and how they are directly connected to our identity as Pacific women in Australia and not some temporary trend.

  • Emmell 5 years ago

    That Post Vibe Blazer makes my pupils dilate with adoration; this confounds my eyes because they’re also blinded by the sheer brilliance of that colour.

  • Beth 5 years ago

    Amazing giveaway, thanks Lucy!

  • anna Barry 5 years ago

    Love all that amazing colour and the perfect way to jazz up the wardrobe!

  • Jen 5 years ago

    So fresh and eclectic, I think I’m in love.

  • Bella 5 years ago

    Am loving the use of colour! Can’t get enough

  • nkk 5 years ago

    AE was one of the first shops I discovered during my first trip to melbourne!

  • jc 5 years ago

    Went to the business seminar today and your talk really inspired me thanks im going to start a blog tonight ha ha!

  • Emily Treganowan 5 years ago

    I love Alice…

  • Jac 5 years ago

    Loving the direction

  • lucy 5 years ago

    hot diggity – check out all the rainbow!

  • Paulina de Laveaux 5 years ago

    SO MUCH COLOUR! Just what Melbourne needs!

  • nicole 5 years ago

    went to the business seminar this morning – loved karen’s outfit!
    and your talk was fabulous :-)

  • Jennifer 5 years ago

    I need new clothes, I need these new clothes! I need to wear more colour, it makes me happy!

  • laurie 5 years ago

    like ariel on acid… these clothes are incredible!

  • teresa 5 years ago

    love the colours and love Alice E…always gorgeous pieces from fab aussie designers!

  • genna 5 years ago

    OMG! Amazing colours. Can’t wait to read more.

  • Justine 5 years ago

    Totally see the 80’s/ 90’s surf brand inspiration. Unreal, radical, gnarly! These old surfie phrases are so fitted to this totally awesome collection! Rock on

  • Binky 5 years ago

    beautiful colours!

  • Kate 5 years ago

    You guys are absolutely fabulous, everytime I am in Melbourne I come and drool over every single carefully curated piece in your gorgeous store. I can’t wait to see all the new talent you have sourced for this season.

  • Bec 5 years ago

    So beautiful, yes please!

  • Sarah G 5 years ago

    I’m in love with Alice and her malice

  • Jen 5 years ago

    I’m in need of a spring makeover!

  • Su 5 years ago

    so vibrant, so happy, so right for spring

  • Tracey 5 years ago

    My wardrobe needs that colour zap!

  • Lisa 5 years ago

    Fantastic, love Alice Euphemia!

  • Gemma 5 years ago

    I’ve always loved Alice Euphemia; these colours are gorgeous for Spring!

  • Lyndal 5 years ago

    so excited about alice euphemia on the guest blog this week. so colourful and love that you support up and coming designers. xx

  • Alyce 5 years ago

    Sweeeeeet! From one Alice to a girl called Alyce who gets called Alice. xx

  • Maddy 5 years ago

    alice is always the best antidote to the monochrome of melbourne

  • amelia 5 years ago

    a sure way to freshen my tasmanian winter wardrobe!

  • Maria Healey 5 years ago


  • Louisa 5 years ago

    I can haz prize plz?

  • G 5 years ago

    Yay! My favourite shop girls sharing their secrets and inspiration, what could be better!?

  • Alexandra Hanna 5 years ago

    Cuurazzzy prints! Love ’em!

  • jo 5 years ago

    Love it! Reptilian chameleon!

  • gabe 5 years ago

    smashing outfits

  • Sara 5 years ago

    please please please pick me! I have moved to Sydney and everyday I miss Melbourne boutiques like Alice.

  • stacey 5 years ago

    a m a z e b a l l s . . .

  • karissa j 5 years ago

    euphoria! hoorah! x

  • Melonie 5 years ago

    I could sport those shoes to work, if not the rest of the outfits!

  • Clare 5 years ago

    Love all the colour. Spring has arrived to Melbourne!

  • nicoletta 5 years ago

    dress me up with all that colour!

  • Trisha 5 years ago

    I need more mesh in my life.

  • Meg j 5 years ago

    wowser.. how intricate and ethereal. those shoes are amazing

  • jessica 5 years ago

    pick me, pick me!! Just Lovely!!

  • may 5 years ago

    Simply stunning collection! I’m sure I could make room in my wardrobe for some summer brights

  • Kate 5 years ago

    Hello Spring! Love, love, love the collection!!!

  • k.b. 5 years ago

    colour makes life confetti
    love the 80’s influence

  • Emily 5 years ago

    Another fun and quirky brand to join my favourite Australian brands (such as Romance was Born). We need more brands, who are not afraid of colour, clashing prints and textures and a love of over the top, crazy styling!! Loving the literal references to the beach theme, in the fishy/froggy eyes. That blue skirt is amazing!!

  • Jenny 5 years ago

    I too love the colours in this collection. I also want to acknowledge Maryann’s comment (at comment 92) about recognising sources of inspiration and the problem of ‘copying’ symbols without perhaps referencing the original meaning and sacredness of those symbols. I have visited (Western) Samoa some 14 years ago and since getting to know a few really special people I came to value their particular heritage and story. I bought a locally designed sarong with a turtle design on it. The piece tells a real story as it were, and not just a ‘trend’. Thanks Maryann for your reminder that ‘fashion’ and design in the bigger picture can also be respectful of culture.

  • Theresa 5 years ago

    Colour my life with the chaos and trouble. Love these!

  • Romy 5 years ago

    Colours go pop! Love it.

  • Nellie Spence-Church 5 years ago

    amazing! x

  • Samantha Kramer 5 years ago

    Wow – fantastic colors! Such great inspiration here. Would love a chance to win.

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