When I first started reading blogs back in 2010 the blogosphere was a very different space. The market was not so saturated here in Australia, Instagram was a very new concept for everyday folk and ‘influencers’ weren’t really a thing. There was however, a handful of fashion bloggers who I followed for style inspiration and who inspired me to start blogging myself. Phoebe Montague of Lady Melbourne was one of these people.
I must admit that when I finally got to meet Phoebe years later at a fashion event, I felt a teensy bit giddy. I was especially impressed at how lovely, kind and personable she was, and not to mention, super stylish (ofcourse).
This woman has many talents. Over the years she has honed her skills as an editor, photographer and builder of websites and now lectures at RMIT on digital writing, social media and website architecture. All whilst running her blog Lady Melbourne and raising two little ones. What a superwoman!
Read on below for my interview with Phoebe.
Tell us a little bit about yourself and what inspired you to start your blog ‘Lady Melbourne’?
Lady Melbourne was started in February 2007 after I’d been running my own accessories label for about four years. I was really happy working in fashion but I wanted the ephemeral more, and wasn’t sure which direction to go. My best friend suggested I start a fashion blog, to which I replied ‘What’s a blog?!’
She sent me two links, one to a blogger in the US and one to a girl in Oslo. I was immediately inspired by these fashionable women who were self publishing and started Lady Melbourne that night.
As for the name, at the time I had an extremely ladylike aesthetic and I’m from Melbourne- it was that simple!
You’re actually one of the first bloggers I ever followed before I started Lilt Blog. Can you tell us a bit about how you think the blogging landscape has changed over the years?
Everything has changed! When I started in 2007 Instagram and Pinterest didn’t exist…can you imagine that?!
I’ve seen the entire industry change from it being frowned upon to do a ‘sponsored post,’ to people earning five figures for a single Instagram post with very little writing or story involved.
Visual platforms like Instagram and Pinterest have really split my audience, so even though I don’t have the glory days of say a million hits a year on the blog alone (2011 was a cracker of a year!) my audience comes from many different platforms and they like to be able to access my content that way.
What’s involved in a typical day of blogging for you?
I have two small humans to keep alive so my actual days of blogging seem few and far between. Boy do I miss them! I do most of my work at night these days or from my phone with a bub on one hip.
I would usually attend a couple of events a week but Covid has changed all of that and no one knows when the industry will return to ‘normal.’ I just use the time to shoot all my content at home which I am quite enjoying.
What are 3 of your favourite resources that you turn to for inspiration?
The only magazine I buy is The World of Interiors which I constantly turn to for inspiration. It would have to take out number one spot because of the lengths I’ve gone to to find it. Ordering from a Swedish newsagency during lockdown so I could get my hands on a special issue that wasn’t going to be shipped because of Covid comes to mind!
I love shopping online at US retailers like Shopbop because you get to see what trends will be appearing here six months ahead. They have brands you just can’t buy here in Oz off the rack, and I love browsing online. Did I mention I love shopping online? I love shopping online.
Thirdly it would have to be Instagram which is a double edged sword in a way – so much inspiration but the infinite scroll can be a brain fry.
What is your favourite part of blogging?
Writing and self publishing. Being completely independent and having an audience that cares what you have to say.
How would you describe your personal style?
Bohemian luxe with a ladylike twist. Not basic.
What are your top 5 wardrobe essentials?
Ok so if you’d asked me this before I had kids it would look a lot different! But I like to be comfortable these days rather than a slave to fashion – my days of never leaving the house without a pair of heels on are long gone. Here goes:
1. A black, leather motorcycle jacket. You can wear it with literally anything and it instantly says ‘fashun.’ Floral dress, jeans, denim shorts, flats, boots, even active wear. Honestly try it with active wear and see!
2. Jeans of any variety as long as you’re comfortable and they’re flattering.
3. A floral/boho dress. I have a Daughters of India one I wear 12 months of the year, if you’re clever with the cut you can just layer it for winter.
4. An excellent, well made, leather handbag. You do not need to drop squillions on a designer bag, there are literally thousands of smaller brands like Vestirsi, Nicki Williams and Sanchia that do amazing quality leather for a fraction of the price. You are basically looking for quality. Quality, quality, quality.
5. Bright lipstick. Doesn’t have to be red if that’s not your bag but I swear whenever I look tired (all the time) but wear lippy, it distracts people from my dark circles. That’s my story and I’m sticking to it.
What is the best style advice you have ever received?
About seven years ago I had my ‘colours’ done and it changed my entire wardrobe and makeup routine. I understood not only what colours suited me, but what tones. It takes into account your hair colour, eye colour, skin tone and helps to understand what colours will be complimentary so you can build your wardrobe accordingly. It was life changing!
Also ALWAYS have a well fitting, supportive bra. Simple, but crucial!
Where is the best place to shop in Melbourne?
I think this depends on what kind of shopping you like. I think Savers is so good for everything second hand, but will dive into any opshop I’m walking past for a squiz.
If you love luxury goods then Collins St has almost everything but I know Chadstone is the precincts biggest competitor for that market so either or. I personally prefer a promenade down leafy Collins St myself.
The Round She Goes fashion markets are unbeatable for second hand, vintage and collectible clothes. And of course Melbourne being Melbourne means the cities best labels are hidden away in suburban studios or down an alleyway. So check websites for specific destinations.
What’s next for ‘Lady Melbourne’?
I used lockdown last year to do a lot of planning and I hope to bring some of it to life this year. I’ve always dreamt of having a Lady Melbourne shop attached to the blog, let’s see if I can make it happen!