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The 400 Co pops up on Chapel Street


Living the motto – “ambitious, driven and inspired” fashion for corporate women…

The 400 Co is a fashion-forward label from (Melbourne-born, Brisbane-based) designer Laura Chong. Just 2 years ago Ms. Chong was a corporate lawyer – despairing at the lack of style and quality in everyday professional fashion. Whilst still busy practicing law, she started designing The 400 Co range, to push the boundaries of “what is corporate”… outfitting women in an understated luxe (…”blurring the lines between weekday and weekend wear, desk to bar, work event to party”…)

Opening today in South Yarra, The 400 Co is Ms. Chong’s first Melbourne pop up event. The label had a successful pop-up stint in Brisbane’s Wintergarden (Queen Street Mall) late last year, then a few months off… and is now looking at around 10 weeks at the Como Centre.

The just-released AW15 Wonderland collection offers lush linens, winter wools and floral silks (also available through their online boutique)

And how did the label’s name come about ? “The 400 Co” was inspired by Caroline Webster Schermerton Astor (“Mrs Astor”) – who maintained a list of the most social and fashionable elite, limited to just 400 prominent New Yorkers in the late 1800’s (that number was capacity of the ballroom at Mrs Astor’s Newport, Rhode Island “summer cottage” – venue of the annual Patriarch Ball… gathering of her chosen “400”…)


What –     The 400 Co pop up

Where –   Ground level Como Centre, cnr Chapel Street and Toorak Road, South Yarra

When –     Monday to Friday 10 til 6pm, Saturday and Sunday 10 ‘til 5pm


The 400 Co Dress for Success     The 400 Co logo     Laura Chong The 400 Co

Laura Chong Brisbane     The 400 Co pop up Brisbane     The 400 Co Wintergarden

images : The 400 Co and Google images


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