Hawthorn, Melbourne
Our Story
Over 30 years of giving beautiful garments a second life — and the woman behind it all.
30+
Years in Hawthorn
1000+
Items in Store
4.9★
Google Rating
The Woman Behind It All
Meet Marie
Reincarnation Clothing is Marie — and Marie is Reincarnation. Since opening the doors, she has built something rare: a boutique with genuine soul. Every piece in the store has passed through her hands, been assessed with her eye, and earned its place on the rack.
Marie has an extraordinary gift for knowing what will suit a person before they've even tried it on. Customers come back year after year not just for the clothes, but for her — her warmth, her knowledge, and her uncanny ability to find exactly the right piece for exactly the right person.
She doesn't hover or push. She gives you space to browse, then appears at exactly the right moment with something you didn't know you needed. It's a skill that can't be taught — and it's what makes shopping at Reincarnation feel like visiting a very stylish friend.
Expert Eye
Decades of experience spotting quality
Personal Touch
Remembers every regular customer
Label Knowledge
Unmatched expertise in designer pieces
She doesn't push or hover. She was making a cake out the back. The smell was divine.
— Jane, Google Review
Why Reincarnation
What makes us different
Hand-selected, always
Every single item is personally chosen by Marie. Nothing makes it onto the floor without passing her quality check.
Designer expertise
Marie knows her labels inside out — from Miu Miu to Camilla, Jerome Dreyfuss to local Australian designers.
Sustainable since day one
We've been championing circular fashion from the very beginning — long before it was fashionable to do so.
Personal service
Marie remembers her regulars, their sizes, their style. Shopping here feels personal because it is.
Accessible luxury
Premium labels and quality fabrics at a fraction of their original price. Luxury shouldn't be out of reach.
A community, not just a shop
Customers who visited in the 90s still come back. Some bring their daughters. That says everything.
Google Reviews
What our customers say
4.9
22 reviews
Verified reviews
Olena MacCallum
“What an absolute find! This place is a treasure chest and really deserves a thorough look! Stunning Miu Miu leather skirt, Jerome Dreyfuss handbag and a Camilla dress. The owner was absolutely lovely and made me feel so welcome and comfortable to take my time and browse! Thanks so much Marie. Will definitely be back.”
Christian Townsend
“Marie at Reincarnation is such a wonderful lady. She stocks high quality clothes and is a true believer in helping reduce waste by recycling clothes.”
Mira Cohen
“My favourite vintage store in Melbourne! Marie is so helpful and really values her regulars. I have found some of my favourite pieces from here.”
The Boutique
Come in and explore
Find Us
Visit the Store
We're tucked along Burwood Road in the heart of Hawthorn — easy to find, impossible to rush out of.
Address
76 Burwood Road
Hawthorn VIC 3122
Australia
Opening Hours
Getting Here
A short walk from Hawthorn train station (Lilydale/Belgrave line). Street parking available on Burwood Road and surrounding streets.
Come and say hello
Marie would love to meet you
No appointment needed. Come in, take your time, and let Marie help you find something special.