Meet Moods, the Melbourne secondhand store inspired by ’90s nostalgia

“I wanted to provide a relaxed and effortless shopping experience with carefully curated items of clothing and accessories.”

In the current era of retail, having an IRL store is a bold move. Innumerable boutiques have closed their doors over the last few years, a combination of lockdowns, increasingly unaffordable rent and the ever-growing popularity of online shopping spelling their demise.

So encountering a local boutique thriving in such a tough climate is rare – even rarer is finding one that’s thriving despite not selling online and having minimal digital presence, save for an Instagram account. But this is the case with Thornbury vintage boutique Moods, an only IRL store packed with a superb selection of handpicked vintage and secondhand clothing, as well as select pieces from local designers.

For more style suggestions, head to our Fashion vertical.

Its light-filled Thornbury space was created as an ode to Founder Rahel Lawton’s memories of her mum and her friends in the ’90s. She was inspired by how “sleek and confident” these women looked while drinking red wine and listening to music like Enya and Everything but the Girl (a little sidenote to mention that this is honestly my dream vibe and how I imagined adulthood would look when I was a kid).

The store has cultivated a dedicated customer base partially through its following on Instagram where its ever-changing store hours are listed each week, but mainly through word of mouth. Rahel has an impeccable eye – the store’s wall of bags is really something to behold, and the racks are crammed full of ultra-special ’90s and early 2000s-era pieces that will have you feeling like the main character in a classic Meg Ryan romcom. Below, she tells us how the store got its start and what the process of bringing her vision to life has been like.

Tell me a bit about how the vision for Moods came about.

The inspiration for Moods began when I was very young stemming from these nostalgic memories of being at parties in Cygnet, Tasmania with my mum in the late ’90s. Everyone was drinking red wine and listening to music I’d never heard before like Mazzy Star, Enya and Everything but the Girl.

These memories were infused with this whimsical and dreamy atmosphere and I remember everyone was just impeccably dressed and seemed so sleek and confident. These memories instilled in me an understanding of how a person’s clothing choices can change their entire mood and inspired me to find ways for people to feel more confident and authentic in themselves.

How would you describe the store’s aesthetic?

When the space in Thornbury became available I knew it was perfect with its ultra-high ceilings and Roman pillars. The aesthetic really suited my vision.

I wanted to provide a relaxed and effortless shopping experience with carefully curated items of clothing and accessories ranging from high-end vintage designer pieces to more affordable yet classic items predominantly from the ’90s and early 2000s.

What was the process of putting the store together like and were there any challenges or roadblocks along the way?

When I first opened the store It was a bit daunting because I took the lease during COVID and it was on a backstreet not on the main strip so this meant there was basically no foot traffic. The business relied mostly on Instagram and word of mouth. It felt like a risk but fortunately, people somehow found it and I’ve been able to build a following.

It’s a very small operation and I run the store independently but I’m really looking forward to offering a greater selection of pieces and extending the store hours this year.

What’s your favourite feature/area of the store?

One of my favourite parts about the store is the main changing room. It’s a big private room where friends can go in together and try stuff on; almost like they’re in their own bedroom at home getting ready for a party.

Who did you collaborate with when bringing the store to life?

It was fun incorporating my friends’ labels and designs into the store – a place where it could all mesh together. Vintage meeting the contemporary, starting with small runs from Reclaim the Label, Love Lulu Sschafer and long-time friend and artist Jade Piltz who is a big creative inspiration for me.

You can keep up with Moods here.