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The array of Australian coveted labels that flank Paddington’s boutique-lined William Street are welcoming a new neighbour. Macgraw, the ultra-feminine womenswear label internationally lauded for its sensorial fabrications and vintage-inspired silhouettes, has just moved in, taking over the corner of William and Dudley street and painting the town (and terrace boutique) sky blue with their newly unveiled two-story flagship.
For readers familiar with the area, your new sartorial mecca can be found past the balmy Lucy Folk and Fella boutiques but before the local watering hole Paddington Alimentari, with the storefront marked with an inconspicuous iron Macgraw sigil perched on the side of the rowhouse.
However, when GRAZIA descended on the brand’s first ever brick-and-mortar boutique—a milestone a decade in the making—the store was a buzz with Macgraw models, serving as a proverbial fashion circus that enticed us into the beau monde trove and previewed the latest offering from the label.
Even as I turned into William Street, I spotted from the backseat of my car—a crimson red Toyota RAV4 GXL—I spied Macgraw founders Beth and Tessa MacGraw saturating the back alleys and main thoroughfare of the stylish inner-city suburb with models and members of Sydney’s style set, all in tow to view both the interiors and new collection housed in this glistening alcove.
In lieu of a traditional runway hosted during Afterpay Australian Fashion Week 2023, Macgraw presented their new-season offering as a series of vignettes. Entitled ‘Samantha’ lined the racks and clothed the models scattered around the white wainscoted walls. While guests sipped out of champagne coups and snacked on Victorian style tea cakes watching the 60s silhouettes of the gowns float through the saloon like space.
Touches of Mary Quant-approved mod A-line dresses were shown alongside 70s flared suit-sets, either adorned with a pastel blue floral motif that emulated the coating of the store itself, or a dainty cat face illustration designed by Tessa MacGraw herself.
“This collection defines what is important to us, and our customer – making thoughtfully in Australia, sketching our collections free hand with purpose, developing and innovating new fabric and never over supplying through making only what we need,” the brand’s founders shared in an accompanying press note.
“We’re continuing to refine our seasonless and refined production model, of course this is always done with a sparkly pair of heels and a twinkle in the eye.”
However, the presentation’s real showpiece came from the upstairs. From the outside, a Rapunzel-like model dangled from the second-story balcony with her hair almost cascading down to the front veranda. Inside, the recently remodelled second level is home to Macgraw’s atelier, styled as a sartorial retrospective of the brands 10-year history for the AAFW-timed preview.
Hanging from the walls are some of the brand’s most iconic pieces, while polaroids of the elevated label’s most iconic customers framed a mirror. Images of Paris Hilton, Karlie Kloss and even the brand’s familiar Macgraw models started back at you while peering at your reflection—an on the nose suggestion that you’ll soon be amongst this stylish set with just one simple purchase.
Below, keep scrolling for a glimpse inside the ‘House of Macgraw’ and a preview of what to expect when you book your appointment-only visit to the boutique.
This year, the GRAZIA Australia team travelled between AAFW shows in the refined style of Toyota’s new RAV4 GXL. With its modern and spacious interior, privacy glass, and fast charging portals for our phones, it was the perfect mode of travel for zipping across Sydney. To find out more, visit toyota.com.au
