Entering PDA‘s lara’s new Fitzroy store feels like you’re stepping into a French boudoir. Founded by friends Sarah Lamont and Belle Saunders, the space is filled with curated vintage finds. “You’ll never find the same items twice. Everything is handpicked for a reason, whether it’s the perfect shade of blue, a flattering cut or a quality fabric,” they say.
Previously tucked away on Easey Street, Sarah and Belle’s ideal location for PDA was a street-facing, light-filled studio with changing rooms, a kitchen and an outdoor space. When they were offered the space at 264 Johnson Street late last year, they immediately said yes. “Despite knowing it would be a big project, we couldn’t stop thinking about it and moved in on Boxing Day.”
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With just six weeks to transform the space, the pair leant on their community to pull it off. “Some family and friends spent their New Year’s Eve painting walls, others moved furniture across the city on 40 degree days, and some sewed hanger covers for hours or generously lent us their cars,”
“Our goal was to create an environment that feels like a comfortable home, where every piece tells a story and every corner feels special. It’s a place for dressing, dining and dancing year-round, where you can experiment with your style, try new things, and feel comfortable doing so,” they tell me.
The new store sits in great company, with retailers like Goodbyes, Ma House, Cleopatra’s Bling and Sucker just a stone’s throw.
Fashion Journal: Congratulations on opening your new space! What was your vision for this location?
Belle and Sarah: Thank you! We had a clear vision for the space, with plenty of ideas that had lived solely in shared folders and messages for about a year. As a multifaceted brand, we needed somewhere that could accommodate our events, photoshoots and private styling appointments, blending both beauty and functionality.
Inspired by Dutch guest houses and French boudoirs, we wanted to create a comfortable, ever-evolving environment, like a treasure trove of dining, dressing and dancing.
Who did you collaborate with to bring this vision to life?
As co-founders, we each bring different perspectives and that balance was essential in deciding how to approach the space and its challenges. We’re always stepping in where the other can’t and bouncing ideas off each other, asking “Is this the most incredible thing you’ve ever seen, or is it hideous?”
With just six weeks to renovate and our time split between our jobs and the pop-up store, we truly relied on our family and friends. Some spent their New Year’s Eve painting walls, others moved furniture across the city on 40 degree days, and some sewed hanger covers for hours or generously lent us their cars.
Dave, our go-to handyman, was a lifesaver, spending his evenings and weekends in the store tackling jobs we simply couldn’t. Our landlord kept an eye on us and would wander in with either his dog, the perfect tool or advice we needed to finish a project.
Many warm walks home were spent debriefing the day and reflecting on how lucky we felt to have such an amazing community. We still feel incredibly grateful for everyone’s support!
What can people expect to find in-store?
We wanted to honour the building’s original charm while adding elements that reflect our shared aesthetic. It’s a space that radiates warmth and invites connection, with a timeless quality that mirrors the brands we admire, like Flore Flore and Carmen.
Our goal was to create an environment that feels like a comfortable home, where every piece tells a story and every corner feels special.
As for the selection, it’s always changing. You’ll never find the same items twice (except our favourite Buddy Hemp Goods). Everything is handpicked for a reason, whether it’s the perfect shade of blue, a flattering cut or a quality fabric. Some pieces might be a little quirky but we trust the right person will find them.
Do you have a favourite part of the store?
If we had to choose, we’d say the parlour. We love everything in there and after hand-stripping and re-staining the floors, the styling came together effortlessly. It’s a cosy space where friends can gather, share advice and enjoy each other’s company while trying on pieces. The lighting sets the perfect mood, making it an ideal backdrop for a PDA party.
Tell us about your recent runway show at Abbotsford Convent – it looked incredible.
Our Autumn RTW Runway Show was a pivotal moment for us, showcasing the evolution of our brand with a fresh approach to vintage collections. Crafted with the help of stylist Thalea Michos-Vellis, the runway blended timeless pieces with modern twists, incorporating classic fabrics and fresh silhouettes that feel both contemporary and wearable.
We’re excited to be shifting to four major collections a year. Exclusively available online, each drop offers a carefully selected range, with the option to experience them in-store by appointment. This change allows us to create a more personal and elevated experience for our customers, while still offering effortless access across Australia and New Zealand. We’re excited to share these collections and keep pushing the boundaries of what we can offer!
What does a typical week look like at PDA?
It’s been a whirlwind since moving into our new space, but as we settle in we’re busy styling looks, conditioning leather, matching threads, assisting with stylist pulls, handling marketplace pickups, making alterations and packing orders. No two days are ever the same and we’re always finding new ways to create and collaborate with our community.
During open hours we’re here as friends, ready to share our thoughts, help you find something you love and make the experience feel relaxed and enjoyable.
Where can people find you?
Visit us in-store at 264 Johnston Street, Fitzroy
Monday – Wednesday by appointment
Thursday – Sunday from 10am to 5pm
Or online at pda-shop.com
Follow PDA here for the latest news and events.
This article PDA opens its new Fitzroy store, a treasure trove of vintage appeared first on Fashion Journal.
2025-03-13 11:44:00
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