Permanent Vacation, the Melbourne-based fashion label that has built a cult following around its relaxed, sun-soaked aesthetic, has opened the doors to its first flagship store, located within the creative precinct of Collingwood Yards. The opening, which coincides with the brand’s tenth anniversary, marks a significant milestone for an independent label that has grown from a small-batch T-shirt operation into a fully realized ready-to-wear brand with an international following and a distinct point of view on Australian dressing.
Permanent Vacation, founded by designer Georgia Curran, has carved out a distinctive position in the Australian fashion landscape. The label’s collections, which emphasize natural fibers, relaxed silhouettes, and a palette drawn from the Australian coastline, have resonated with a customer base that values sustainability, locality, and a deliberate resistance to the fast-fashion cycle. The brand’s production is small-batch and locally manufactured, a model that has constrained growth but allowed Curran to maintain the quality control and design integrity that have defined the label from its earliest collections.
The store occupies a space within Collingwood Yards, the former school campus that has been transformed into a hub for artists, designers, and creative businesses. The location is characteristic of Permanent Vacation’s approach — the brand has built its identity around a specific vision of Melbourne’s inner-north culture, drawing on the area’s mix of creative industries, café culture, and architectural heritage. The store’s interior, designed in collaboration with a Melbourne-based studio, reflects the label’s aesthetic: pale timber shelving, whitewashed walls, furniture sourced from local makers, and a deliberate openness that allows the clothing to read against a calm, uncluttered background. The space will be open Fridays from 12pm to 7pm and Saturdays from 11am to 6pm, with one-on-one shopping appointments available by request.
The move to a permanent retail space represents both a culmination and a new beginning for the brand. After a decade of operating through online sales, pop-ups, and wholesale accounts, Permanent Vacation now has a physical home where its customer can experience the full collection in an environment that reflects the label’s values. The store’s limited opening hours — two days a week plus appointments — suggest that Curran is approaching retail with the same measured, intentional pace that has characterized her approach to production, prioritizing the quality of the customer experience over the volume of transactions.
