Phoebe Montague, aka Lady Melbourne, is a champion of fashion for the people.  As Editor of the Melbourne based blog, she’s savvy in all things stylish and desirable.  And boy, can this girl find a bargain!  A vintage leather bag for $7?!? Yes, please!!  Phoebe’s fashion commentary has garnered her a reputation as one of Australia’s key fashion bloggers.  Late last year she even scored herself a magazine cover!

With a personal style that’s 50s inspired (from her wardrobe to her furniture!), she mixes vintage finds with contemporary classics.  But her limitless insights extend beyond what we put on, to how we wear it.  Having lived in London (the “prim and proper” capital of the world), she’s quite the go-to for etiquette related dilemmas!

So sit down and grab a cuppa (English Breakfast, of course!).  Tangent Digital asks Lady Melbourne about the politics of fashion blogging and (cue drum roll) the future of fashion.

Tangent Digital: Why fashion?
Lady Melbourne: Whether you are interested in it or not, society dictates that we cover our bodies every day so fashion is everywhere. Why not fashion?

TD: Is fashion art?
LM: No I don’t think so, I think they sit along side each other but are separate. Like brother and sister sort of. There are different levels of creation in fashion and I think people talk about designers as artists, but you wouldn’t call an artist a fashion designer would you? When you cross over like that I think it takes away from the magnitude of what each sector is creating.

TD: What was it like to run your own label?  Does that previous experience influence how you commentate the fashion you blog about?
LM: Running my own label was incredible, I couldn’t have asked for a better start in the industry. It teaches you from the ground up how to handle every aspect the fashion scene will throw at you. I had to learn accounting, marketing, manufacturing, how to deal with cash flow, photography, styling – when you run your own small business you literally do “everything”. The experience has definitely influenced me and still does. I’m fiercely independent, probably to my detriment sometimes!

TD: What do you think has led to the rise of fashion blogging?
LM: I think people are fed up with being fed lines by fashion mags that they are showcasing ‘real’ women when every now and again they put a plus size model on the cover. It’s not enough, there seems to be a real hunger for a realistic portrayal of fashion and blogging provides that.  It’s so democratic, I love it!

TD: How do you choose your blog content?
LM: It’s pretty simple really, I take all my own photos and don’t rip content from anywhere else. I think it’s the most sustainable form of blogging because your readers know they can rely on you for original content. If it’s anything to do with shopping, vintage, DIY or Melbourne it will end up on my pages.

TD: Why do people come to YOUR blog? LM: If I knew the answer I’d be a rich woman! I’m humbled every day that people choose to log on and take a gander at what

I’ve done that day or what I’ve photographed. I like to think of the blog as a kind of family, I’ve got so many long term readers that are just part of my life now.

TD: What labels will you be wearing this season?LM: I always make myself a collection to wear each season, so foremost I’ll be wearing Lady Melbourne. You’ll also find me in vintage, I have a few pieces arriving any day now from the US I can’t wait to get my hands on. Isabella Oliver, Carla Zampatti, Leona Edmiston and Country Road for basics.

TD: What’s your most memorable fashion moment?
LM: Landing the cover of Peppermint Magazine. I’m still kind of speechless that I ended up on the cover!

TD: Where do you think fashion will be in the next 5 years?
LM: If this body-con train keeps rattling out of control perhaps we’ll see clothes you can spray on. Seriously I think we’ll see a shift in peoples thinking when it comes to fashion and sustainability.

Check out Lady Melbourne @ http://ladymelbourne.blogspot.com/