Bridal Dress Stores · Geelong / Bellarine Peninsula, Victoria · Visit in person

SoHo bride

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, with a sample sale and bridesmaid rail — available in ivory as bridal. Styling appointments for the bride or the bridesmaids and 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.

Dresses

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

Appointment Policy

Appointments only, booked by email or phone
Each bride is allocated 90 minutes with a stylist
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

Nearby Landmarks

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

Purchase Options

Made to order from the designer
Sample sale gowns available to buy off the rail
Bespoke design service

Services Offered

Bridal gowns
Bridesmaid dresses
Veils and accessories
In-store alterations
Bespoke gown design
Personal styling appointments
Trunk shows