Meet Lady Petrova

Since 2008 Petrova Hammond has been a bright and energetic figure on Melbourne’s fashion scene. Through her eponymous boutique, and via social media channels such as Instagram, as well as her project runway appearance she has built a loyal following of fans that live and breath Lady Petrova’s fun and feminine aesthetic.

Petrova has always had a close relationship to her customers or Ladybirds as she calls them. They come to her regularly for advice around fashion, style relationships and business. Her love of sharing led Petrova to start her own school called the School of Fabulousness.

Lady Petrova’s Melbourne boutique resides in a hidden laneway off Flinders Lane it is truly an enchanting escape for any urban princess- a dreamland of lace, tulle, crystals and colour. The piece de resistance is her custom made doll’s house shop counter, an honest homage to every woman’s inner girl.

The boutique further expresses Lady Petrova’s belief in empowering women and supporting other female creatives. From other labels she carries, right down to the imported wooden floor- Lady Petrova ensures they are all created, designed and made by women.

Starting in 2015 Lady Petrova is offering a private consultation service to designers who are starting out in the fashion industry or creatives who need guidance in the right direction. If you would like to know more about these one on one sessions with Lady Petrova please email

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