im is proud to announce the opening of a second boutique in Melbourne. “Selecting a new home in the city precinct was a natural evolution. We had been looking for a city location and when we were invited to the GPO we felt that this was the perfect environment for us” says im’s founder Irene Michael.

Having undergone a $95 million dollar facelift, this iconic landmark is bound to become one of Melbourne’s finest shopping destinations. While marrying the aura of a past era with the magnificent elegance of 19th century architecture, im has more than their vision in common. The majority of the laces in the lingerie collections are still woven on artisan 19th century Leaver’s lace looms with many garments still hand-cut, hand-finished, without mass production and require, in the more complicated ranges, at least 30 minutes of sewing time.

Such experience and know-how is steeped in over 250 years of tradition collectively from im’s stable of labels that include La Perla, Aubade, Nina Ricci, Argentovivo, Lise Charmel, Christies, Naory, Ravage, Millesia to name a few.

Complimenting the array of lingerie you will also find a stunning selection of sleepwear and swimwear showcased.

Shop F17
Level One
GPO Melbourne
350 Bourke Street
Melbourne VIC
Australia