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Dress outside your comfort zone
by Mornington Peninsula Magazine

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Lindsay Nicholas fell in love with the Peninsula when she met her husband here.

New York fashion designer Lindsay Nicholas has lived and worked all over the world, but the Mornington Peninsula captured her heart when she met her Australian husband 12 years ago and they had a holiday house in Blairgowrie. “The Peninsula is the first place I escape to when I’m not working,” Lindsay says. “When I was designing my Melbourne store last year, I worked with interior designer Nicole Rutherford, who lives on the Peninsula and brought so much to the project. Nicole took the building from a shell to a luxurious space.”

Lindsay was born in Boston but has lived most of her adult life in New York, where she opened her first store. “We ended up moving to Melbourne and I was accepted into the Australian Fashion Council’s incubator program called Curated. My mentor through the AFC said, ‘You really need to bring the business back here’. I moved it back in November 2019, which was perfect timing because I don’t know that I would have a business now if it were running out of New York for the last two years.”

A model wears one of Lindsay’s creations.

Last month Lindsay opened her Melbourne store, Lindsay Nicholas New York, on Little Collins St. Opening a bricks and mortar store in the midst of a pandemic is a bold move but one that Lindsay believes in. “I’m a firm believer in physical retail and I think my customer really wants to touch and feel the product. The fabrics are really considered; the details are there. It’s one thing to have a global presence online but what really sings to me is customers being in store.”

While Lindsay’s designs appeal to women aged 17 to 80, she says: “Our client sweet spot is what we call ‘the cool 50’ – women in their 50s that are under-served by other labels. The way you want to dress as you get older changes, and you don’t want to be wearing what our parents and grandparents wore when they were 50. It was much more conservative. I’m definitely on the minimalist scale but I like to make pieces that push women to the edge of their comfort zone but don’t take them over. My pieces are intelligent and elegant but also daring.”

Lindsay uses remnant fabrics where possible and all her garments are made in Melbourne. You’ll find more information at

Lindsay recently opened a store in Melbourne.

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