In Melbourne Australia, in the precinct of 3181, Chapel Street is the premier shopping and entertainment strip with over 980 shops, street cafés, restaurants, bars, pubs and nightclubs. It has a reputation as Australia's fashion and style capital with its myriad of shops, ranging from exclusive upmarket fashion designers at the South Yarra end to old fashion pawnbrokers towards Windsor.

The precinct has inspired a large number of stunning young designers to international acclaim and is home to Melbourne’s cutting edge fashion and designer gift wear stores, much loved by super-models and celebrities.