Fashion lovers queued all night for the opening of popular UK retailer Topshop, and hundreds have converged on the store throughout the day.
It's the first of its kind to open in Australia and hundreds of shoppers, both male and female, have been eagerly anticipating its arrival.
Hardcore fans camped out overnight to ensure they bagged the first picks, while others chose to join the bustling queue today for the opening of Australia's first Topshop on Chapel Street.
The first 20 people each got a $100 gift voucher to spend in store - another reason to arrive early.
The store has the same sort of hype as fellow international brand Zara, and clothing has been fast flying off the rack.
It comes as retail sales are down more than two per cent on last year and other iconic brands face an uncertain future.
After almost a century in business, iconic Australian store Fletcher Jones has been placed in administration.
It joins a long list of retailers who have fallen victim to the tough times, with some of the company's 45 stores nationwide threatened with closure.
So why is Topshop bucking the trend?
Topshop's Hilton Seskin told 7News: "I think Topshop and Topman offer something quite unique to the market. If you drive and you're the leader - you've got a better chance."
Neighbouring retailers surprisingly welcome the store, and say it'll bring more foot traffic to Chapel Street, just what they need in the lead up to Christmas.
Topshop is one of Britain's favourite fast-fashion brands, and its designers hope it will do just as well down under.
Creative director Kate Phelan said: "We can translate our British uniqueness here very easily...we think the appetite is here."
Encouraged by the success of Zara, Topshop has spent millions on its flagship Melbourne store.
With personal stylists, 32 fitting rooms, and fast stock turnaround, it hopes to profit from its already strong customer base in Australia, who are the second biggest consumers of the label online.
Topshop's Gordon Richardson said: "It made sense to have a shop that told the whole story... there's only so much you can do online."
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