It can be hard to tell whether you're LV or Alannah Hill, Bar Lourinhã 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, and to see all that sparkles at Georg Jensen, Jan Logan and Bvlgari. Stroll west for the twinkle of Tiffany & Co., and for more international brands at new luxury shopping centre St. Collins Lane.
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. Gents, find sartorial splendour in the menswear stores along the stretch between Swanston and Russell streets.
Look up to admire the 120-foot spire and decorated Gothic architecture of the historic Scots' Church, built by David Mitchell, father of Dame Nellie Melba, in the 1870s. Just a few doors west, discover fine and rare tomes dating as far back as the fifteenth century at Kay Craddock Antiquarian Bookseller.