contact popUPshops today to promote your pop up event or property for lease - contact us here

Spring Racing pops up in Melbourne


The blossom is out around Melbourne, which usually means two things. It is hayfever season – and it’s also time for the Spring Racing Carnival. Unfortunately… both seem to have me in fits of sneezes (as I’m allergic to pollens and horses !)

Some say the infamous Melbourne Cup is the centrepiece of our Spring Racing Carnival – it certainly attracts the most attention (and crowds – over 104,000 attended Cup Day in 2013)* It’s no news to us locals, but where else in the world is a horse race celebrated with a public holiday ? (yep, don’t ever try to contact a Melbourne business on the 1st Tuesday of November…)

For many Melbournians, Spring is the best time of year to attend the races – not only for keen punters (there’s nine major days around the various city racecourses) but also for serious socialites and fashionistas. It is certainly the time to dress up “to the nines” and be seen amongst the race-day masses… and of course those glamorous outfits must also feature appropriate accessories and headwear…

Are you hunting down an ultimate accessory for your day at the races ?

To service the seasonal surge of our “fascination with fascinators”…. numerous pop up shops will soon open with their latest of spring racing creations. A quick search suggests there’s already a couple within Melbourne Central. There is however, also a speciality millinery boutique open in Prahran…

The Eternal Headonist is an online business dedicated to award-winning and progressive millinery – and they’ve just opened a spring racing store. Based in Melbourne, founder (and trained milliner) Annabel Allen believes that “hats are the most frivolous, individual and exciting accessory there is… and we think the combination of hats and fun is really unavoidable…” At their recent launch of The Eternal Headonist’s SS14/15 collection, local millinery and bridal personality Richard Nylon mused…

“Hats will change the way you think about yourself, they will change the way other people see you. You need courage to wear a hat nowadays because hats are a commitment. People will look at you – they’ve got eyes – and when they look at you with a hat on they’ll think “how fabulous!”

Doesn’t that just put you in the mood for shopping a damn good hat ?


What –   The Eternal Headonist Pop-up

Where – 37 / 220 Commercial Road Prahran (Pran Central)

Open now until Friday 7th November :

Tuesdays to Fridays 11am to 530pm

Saturdays 10 to 6pm

Sundays 11 to 4pm


Rebecca Share Millinery at The Eternal Headonist Love Lotus Millinery at The Eternal Headonist

Angela Menz Millinery at The Eternal Headonist Richard Nylon - far right - The Eternal Headonist


*Source : Horse Racing

Images : The Eternal Headonist



There are no responses so far. Be the first to leave one →

Leave your response: