Lady Petrova

Lady Petrova www.ladypetrova.com Viewing a Lady Petrova collection is a transporting experience. In 2008 Petrova entered fashion reality TV series Project Runway Australia.

Created in the heart of cosmopolitan Melbourne, each item seems like a vision from another, glamourous and enchanting place. You can picture them all being crafted under a canopy of antique Chantilly Lace, at the end of a pastel hued rainbow, to a soundtrack of 60s girl groups and a backdrop of 80s teen Prom flicks. Since the brand’s inception, this fashion maverick has managed to build a multi fa

ceted fashion business designed to inspire confidence and individuality in young women looking for that something special. Much loved by fellow contestants, viewers, and judges, Petrova finished as runner-up. Petrova continues to evolve and expand whilst staying true to the Lady Petrova signature style.

Last day of school holidays feels…. 💜 how fabulous is this artist Daniela de la Torre
13/07/2026

Last day of school holidays feels…. 💜 how fabulous is this artist Daniela de la Torre

12/07/2026

There are moments in your life that don’t feel real until years later.

Opening a tiny Lady Petrova pop-up boutique in Tokyo was one of them.

To see women on the other side of the world connecting with something I’d created was equal parts surreal, exciting and incredibly humbling. Looking back, I don’t think I fully appreciated it at the time, I was just caught up in the adventure.

It’s funny how life works. You spend years chasing the next milestone, only to realise the magic was happening while you were living it.

Have you ever had a moment you didn’t realise was extraordinary until you looked back? shout out to the fabulous 𝕵𝖆𝖈𝖑𝖞𝖓 𝕭𝖊𝖙𝖍𝖆𝖓𝖞

11/07/2026

People often ask me how I got my boutique up and running.

The truth is… I didn’t start with a business plan. I started with a feeling.

I wanted to create a place where the colourful, creative and wonderfully unconventional women of Melbourne could walk through the door and feel like they’d found their people.

Every little detail mattered. The music. The scent. The glitter in the shopping bags. It was never just about selling clothes—it was about creating a world that people wanted to step into.

Looking back, I don’t think that’s changed. Whether it’s through fashion, storytelling or the communities I’m creating now, I’ve always wanted people to feel inspired, welcome and completely themselves.

Were you one of the ladies who visited the boutique? I’d love to hear what you remember most?

10/07/2026

Everyone remembers the Flinders Lane boutique… but very few people know it wasn’t actually my first.

After leaving Rosemin, all I wanted was to create a world that felt completely my own. So I poured everything I had into a tiny boutique tucked away in King’s Arcade, High Street Armadale.

Looking back now, I realise it taught me one of the biggest lessons of my career: sometimes it isn’t your work that needs to change… sometimes you just need to find the people who truly connect with it.

Did you ever visit my Armadale boutique? Or do you remember the Flinders Lane days? I’d love to hear your memories.

P.S. I’ve realised I have so many stories from my boutique years—from the launch party and buying trips to Japan, to the lessons I learnt building a fashion business. If there’s something you’re curious about, leave me a comment below. I’d love to tell those stories next.

𝕭𝖑𝖚𝖒𝖊𝖓𝖍𝖆𝖚𝖘 has done it again with this stunning editorial! 🌸🧚🏻‍♀️👗 It reminds me of the old Lady Petrova campaigns 💜 Pho...
06/07/2026

𝕭𝖑𝖚𝖒𝖊𝖓𝖍𝖆𝖚𝖘 has done it again with this stunning editorial! 🌸🧚🏻‍♀️👗 It reminds me of the old Lady Petrova campaigns 💜 Photographer - Giulia Linarta Giulia Linarta
Stylist - Dafni Babanaszi
Make-up Artist - Edoardo de Falco Edoardo De Falco | Make-up-Artist Milano

28/06/2026

This birthday reminded me that the most magical childhood memories can’t be bought.

Vionnet imagined an entire world. She founded the Platypus Explorer Society, chose the farm, invented the treasure hunt, and invited her friends to become explorers.

Together we made the invitations, passports and decorations by hand. The party prizes and favour bags were thrifted, and we chose local food wherever we could.

Not because we were trying to create the perfect sustainable party…

But because making something together felt more meaningful than buying something.

Maybe the most sustainable thing we can give our children…

…is a childhood they’ll never want to throw away.

What magical childhood memory has stayed with you?

25/06/2026

I never wanted Lady Petrova to feel like a shop.

I wanted it to feel like you’d stumbled into another world.

So I built a staircase… that went nowhere.

People would walk in and ask where it led, and I’d smile and say, “Nowhere.”

Looking back, I realise I wasn’t just designing a boutique. I was designing an experience.

Some people walked straight back out because it was “too much.”

Others walked in, looked around in wonder, and I knew instantly… they were my people.

This is the first story from the Lady Petrova boutique archives. There are so many more to tell.

What would you like to know about the boutique days?

23/06/2026

EPISODE 5

People often assume making the final three on Project Runway was the happy ending.

But life isn’t always that simple.

At the same time I was creating my final collection for the show, I was also trying to keep Lady Petrova alive.

I came home to a business that needed me, wholesale orders that needed filling and a reality that looked very different from the one people saw on TV.

For a long time, I think I avoided talking about Project Runway because I didn’t want to only be known for that chapter.

I wanted to build Lady Petrova.

Looking back now, I wouldn’t change any of it. The beautiful moments and the difficult moments existed side by side, and both helped shape who I am today.

Sometimes success doesn’t look the way you imagined.

And sometimes the chapters that nearly break you become the stories you’re most grateful for.

Thank you for all the questions and memories you’ve shared over the last two weeks xx

19/06/2026

EPISODE 3

One of the questions I’ve been asked most is, “How long did you have between challenges?”

The answer is… not very long.

Life on Project Runway moved at a relentless pace and after a while we all started living in our own little bubble.

There were cameras waking us up, secret destinations, very little sleep and, most importantly, a severe lack of coffee.

Looking back now, some of it feels completely surreal.

And yes, there are still plenty more stories to tell.

What would you like to know next?

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