It can be hard to tell whether you're LV or Alannah Hill, Bar Lourinha or No35, and thanks to the blurred distinctions between Collins and Little Collins streets, you can be a bit of both.
You may know Collins Street proper for its designer stores in heritage buildings, five-star hotels, private clubs and exclusive jewellers. It boasts its very own 'Paris End' and is often referred to as 'the top end of town'. Head in this direction for the flagship stores of Chanel, Giorgio Armani and Louis Vuitton. For more relaxed shopping stroll west where bustling retail centres like two3four house many chain and concept stores.
It's time to add something local to your designer outfit, so veer out of the mainstream and into to Little Collins and Howey Place for haute couture and hip culture, and clothes by Melbourne's most interesting designers. Head to the stretch between Swanston and Russell streets for menswear.