SoHo bride

Geelong / Bellarine Peninsula, Victoria

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About

Overview & Vibe

SoHo bride is an appointment-only boutique in Newtown, Geelong, and it is not on a shop floor — it is in the upper-level loft of a warehouse, reached by a staircase from the street. Its founder, Jade, set it up for what she calls the bride with “a style of her own”, and the room is arranged for a relaxed morning rather than a formal fitting.

Dress Styles & Designers

Eight labels: & For Love, Bo & Luca, Charlie Brear, Chasing The Sun, Daughters of Simone, Harta, Ivie White and Rewritten. The house description is “classic, flowy styles, simple silhouettes and edgy, playful gowns” — pared back and fashion-led rather than traditional.

Ideal For

A bride who wants a modern, understated gown and time to think about it. Appointments run 90 minutes, the room takes a large group comfortably, and there is a bespoke service for someone who likes the look but wants her own design.

The Need-to-Knows

Gowns are $2,000 to $5,000, with a sample sale and bridesmaid rail — available in ivory as bridal — under $1,000. Styling appointments are $45 for the bride or the bridesmaids and $75 for a bespoke consultation. Start looking 8 to 12 months out and choose 6 to 8 months before the day; most labels can rush an order for a fee. Alterations are done in store. Bring nude underwear and your shoes if you have them. The staircase is difficult with a pram or a wheelchair, and parking on Rutland Street is limited — allow an extra five or ten minutes.

Standout Feature

The loft itself. Reaching the boutique means climbing a warehouse staircase into a private upper floor, which is why it takes one bride at a time and why the appointment feels unhurried.

Contact

Visit website

Website

sohobride.com.au

Address

7 Rutland Street, Newtown VIC 3220

Appointment Policy

Appointments only, booked by email or phone
Each bride is allocated 90 minutes with a stylist
Bride styling package $45
Bridesmaid styling package $45
Bespoke consultation $75
Large groups can be accommodated, though the boutique suggests keeping numbers small
Let the boutique know as early as possible if you cannot attend

Dress Designers

& For Love
Bo & Luca
Charlie Brear
Chasing The Sun
Daughters of Simone
Harta
Ivie White
Rewritten

Dress Experience

Start looking 8 to 12 months before the wedding and choose the gown 6 to 8 months out.
Appointments run 90 minutes with a stylist.
The boutique is in the upper-level loft of a warehouse, reached by a staircase from the street.
The staircase is difficult to navigate with a pram or a wheelchair.
Bring nude underwear, and any shoes or accessories you already have.
Trunk shows bring in gowns the boutique does not usually stock, for about a week.

Dress Styles

classic
modern
modern minimalist
boho
sheath
column
long sleeve
made to measure

Dresses

& For Love. Description: A bridal label carried in store, shown by appointment.
Bo & Luca. Description: A bridal label carried in store, shown by appointment.
Charlie Brear. Description: A bridal label carried in store, shown by appointment.
Chasing The Sun. Description: A bridal label carried in store, shown by appointment.
Daughters of Simone. Description: A bridal label carried in store, shown by appointment.
Harta. Description: A bridal label carried in store, shown by appointment.
Ivie White. Description: A bridal label carried in store, shown by appointment.
Rewritten. Description: A bridal label carried in store, shown by appointment.

Nearby Landmarks

Newtown, Geelong
Rutland Street, where parking is limited
Hampton Street, for parking behind the boutique

Price Notes

Gowns are $2,000 to $5,000.
Sample sale and bridesmaid styles, available in ivory as bridal, are under $1,000.
A styling appointment is $45 for the bride or the bridesmaids, and $75 for a bespoke consultation.
Most labels offer a rush order for a fee, which varies by label and timeframe.
Alterations are offered in store as part of the service.