I’m a Melbourne-based journalist, blogger and content creator who’s been writing about fashion for nearly two decades. I founded Lady Melbourne in 2007, making it Australia’s longest-running fashion blog. Alongside writing and creating content, I’m a lecturer in RMIT’s Bachelor of Fashion Enterprise, where I teach and specialise in consumer behaviour and marketing.
My career has taken a slightly winding route — which, in retrospect, seems entirely appropriate for someone who writes about fashion. I studied Fine Art (Drawing) at RMIT University before starting my own accessories label, which took me to Sydney and London. When I returned to Melbourne and launched Lady Melbourne, I decided to pursue another long-held ambition: journalism. I graduated from RMIT with a postgraduate diploma in journalism in 2009.
These days, I juggle blogging, journalism, content creation and university teaching, while running around after two small kids and generally trying to make sense of the fashion world from Melbourne.
Here and in my weekly Substack, I’m interested in fashion, culture, media, marketing and — perhaps most importantly — all the fascinating reasons we buy things, wear things, want things and become attached to them.
Welcome!
You can reach me at phoebe@ladymelbourne.com.au