Luxury Living Takes Shape As Godwin Charli Moves Into Maison Savoy’s Brighton Concierge Space
Godwin Charli is leaving Flinders Lane for the first time in more than 20 years, with the Melbourne fashion house taking up a two-week residency inside Lowe Living’s Maison Savoy concierge space in Brighton.
The residency will run from 15th to 27th June at 78 Church Street, Brighton, one of the suburb’s main retail strips. It forms part of Lowe Living’s wider plan for Maison Savoy, the $160 million waterfront apartment project being developed on the site of the former Brighton Savoy Hotel.
The collaboration gives visitors access to private one-on-one styling appointments, Godwin Charli’s menswear and womenswear collections, and wardrobe consultations shaped around personal style and day-to-day needs.
It also offers an early look at the type of concierge-led services planned for future Maison Savoy residents once the development is completed in 2028.
Rather than treating a concierge as a standard residential add-on, Lowe Living is using the Brighton residency to test how fashion, interiors and personal service can sit alongside the home. The move follows a broader shift among luxury brands, where partnerships across fashion, design, property and hospitality are becoming more common.
Lowe Living co-founder and managing director Emma Lowe said the idea was shaped by her visit to Milan Design Week, where she saw luxury brands working across different categories.
“One of the most compelling themes we observed at Milan Design Week this year was the rise of unexpected partnerships between luxury brands,” Lowe said.
“Whether it was fashion collaborating with furniture, automotive brands entering hospitality, or designers creating immersive lifestyle experiences, the common thread was that brands are moving beyond their niche.”
Godwin Charli steps into Brighton
For Godwin Charli, the Maison Savoy residency marks a rare move away from the CBD. The label has been based on Flinders Lane for more than two decades, making the Church Street residency a notable shift for the brand.
Godwin Hili, founder and creative director of Godwin Charli, said the partnership gave the label a chance to appear in a new setting.
“For over two decades, our home has been Flinders Lane. Partnering with Lowe Living allows us to showcase our brand in a completely new context, alongside a project that shares our appreciation for timeless design, craftsmanship and attention to detail,” Hili said.
The residency also reflects a simple idea behind the Maison Savoy concierge model. Residents are not only buying into a waterfront address, but into access to services that relate to how they live, dress and use their home.
Hili said fashion and interiors often speak to the same personal choices.
“There’s a strong connection between the way people curate their homes and the way they curate their wardrobes.”
Maison Savoy is being developed along Brighton’s Millionaires’ Row, with the former Brighton Savoy Hotel site being turned into an ultra-luxury residential project.
The Godwin Charli residency is the first public example of the service model that will be planned for residents. Once complete, Maison Savoy residents are expected to have access to private appointments, styling services and other premium brand experiences through the development’s concierge.
