Len Vogue Melbourne

There’s nothing new under the sun, is there?

I’m reminded of this constantly when I see contemporary fashion ranges because they’re always similar to something that has been done before – currently we’re seeing a lot of the late ’70s to early ’80s and a smattering of early to mid ’90s.

For me, all of it was more interesting the first time around so it works best when a new spin or twist can be applied.

Today I read this:

Len Vogue 1974 3

It sounds like the current crisis, doesn’t it? Except that this is old news from The Age in 1974!

I was researching Len Vogue – because I find lots of Len Vogues and I wanted to know more.

Len Vogue opened in 1965 and closed in 1975 and supplied over 1,000 retailers around Australia including their own shops.

They became successful because instead of the usual system of the time, whereby retailers would order from sample ranges and wait for delivery, Len Vogue produced stock daily and kept a large amount available at all times.

They started off as Len Vogue Industries, and developed into Len Vogue Distribution as their grew their list of customers – and had a team of fashion designers and researchers to produce up to 30,000 garments a week from forty factories!

That’s a lot of frocks!

They were based at 31 Wangaratta Street, Richmond, tucked behind the Corner Hotel and a stone’s throw from Richmond Train station.

Because fashion styles go in and out, I really appreciate the certainties in the fashion world and if you can pin down the dates that a label operated, it can be very useful.


I have this Len Vogue ensemble, just listed on the web shop today.

Dress and jacket ensembles came in during the ’30s and again in the ’50s to early ’60s and at first I wondered if this was from that later era? It has the princess seams, and shift silhouette that was popular in the early part of the ’60s but the candy stripe reminded me of this dress in the Darnell Collection, that is featured in my book “Love Vintage” and also last year’s “Fashion Meets Fiction” exhibition.

So I wondered if my ensemble could be late ’60s too? A google through the newspaper archives found the relevant dates so now I’m happy on when it was probably made.

This style is perfect for the races or a wedding, especially with some nice accessories.

Have you found any Len Vogues during your vintage adventures?

Len Vogue label

Update: Shel has sent in pics of her Len Vogue ’60s dress and label – thank you Shel. I love it! Readers, you’re always welcome to send me pics when I post about fashion houses – the more designs we can see of a label, the more it contributes to our knowledge of them.

1111 475

Photo reproduced courtesy Shel Wang.

Update: Rachelle has sent in a pic of her Len Vogue early ’70s sundress, and some articles from the Australian Women’s Weekly.

Rachelle 475

Photo reproduced courtesy Rachelle Summers.

AWW 1968
AWW 1968 2

Australian Women’s Weekly – 1968

AWW 1972

Australian Women’s Weekly – 1972

Len Vogue top 1960s


  1. Great post! Len Vogue is a label I’ve come across fairly frequently in my vintage travels, but I’d never looked into its origins before. I’ve aquired some lovely late 60s dresses from the label, super wearable and always so well made.

  2. Yes great post ..now I know more about the cute Len Vogue sundress I recently found on a ‘vintage shopping adventure’.I’ts striped cotton with it’s original plastic buckles on the straps. Still in great condition. Thanks Nicole !


  3. Thanks so much for this background info on the Len Vogue label. I threw a 60s dinner party earlier this year (yes, prawn cocktails and Chicken Marengo)and found a Len Vogue maxi dress to wear at the last minute. It’s a button-through symphony of brown, burnt orange and white. I was planning to wear it in a joking kind of way but it turned out to be quite fetching and flattering. Who knew? And now you’ve helped my know more about its heritage. x

  4. Ladies, your dresses all sound wonderful! If you’d like to send pics, I can add them to this post and it helps get an idea of the styles the label made.

    Shel, the link isn’t working for your pic.

  5. Great post Nicole. I love researching and finding out more about AU vintage too. I’ve come across quite a few Len Vogue pieces in the past, mostly jackets and coat dresses. I love your stripey ensemble, the ascot bow is cute!

  6. My winter coat is a Len Vogue – it’s a kelly green 1960’s wool number with silver plastic buttons. I found it in an opshop earlier this year and knew immediately I’d found something golden 🙂 And it fits perfectly!

    I love the pink and white ensemble, I wish it was in my size!!

  7. Hey thanks for the info in Len Vogue. It affirmed my suspicions that I’d found a gem on my op shop trip yesterday. Mine’ s a wonderfully made sailor style dress in navy with red piping. It’s a size 18 (and fits my contemporary size 16 bod perfectly) so the company can also claim to have been fashion democratic! Unfortunately it’s made of something synthetic, but that’s it’s only drawback.

    Thanks again for your post


  8. Hello, l have had this green skirt for over 8 years now and l showed it to a friend who said she recognized the designer name and label. Gold label by Len Vogue!
    I was wondering if anyone can possibly tell me the value of this gem please. Size 18. Lime green. Great condition.

  9. Hi Tracey,

    Nice score! If you’d like to bring it for me to see, I can advise. Just email or phone (details on contact page) for an appointment.

  10. I recently obtained 2 1960s vintage Len Vogue pieces – a blue, double-breasted ‘Crimped Terylene’ coat with gold lettering for Len Vogue and a red, zip-at-the-front in same blue as the coat, polyester dress with Len Vogue written in white.

    Both are VERY Mod as I love wearing them as an ‘ensemble’…

  11. I know you do, Nicole. I was the woman who came into your shop earlier this year (I think) with a Mod target messenger bag and you regaled me with stories of having been a Mod in Perth during the 1980’s revival… I’ll come down one day and see you! 😉

  12. Hi Nicole
    I have just discovered your site and Im thrilled to be able to put some history to my collection.
    I am opening a vintage shop and have just acquired a collection of clothes from the 1960s and 1970s.
    Im trying to find some information on some of the labels.
    There is a collection of Flares with Brands such as Hitchiker, Casper, Denoble Pretty Girl, and DeeDee. and there are many more mostly Australian made. can you give me any hints as to how to find out more about these labels. thanks Nicole,

  13. Thanks for your comment, Wendy, and congrats on your vintage dreams. I’ve seen some of those labels but can’t tell you anything much I’m afraid: try google and Trove, they’re a good first step. Especially look out for street addresses and business names as they you can search business records. Good luck! We could do with a comprehensive guide to Australian labels, there are so many out there.

  14. Could you tell me if Len Vogue re emerged as the “STITCHES in the late 70s going into the 80s but with the high cost of labour in Australia production was shifted to Asia and STITCHES were involved in importing/distribution to retail outlets?

  15. My first job was junior office girl at Len Vogue in River St South Yarra. Part of my job was to print the fabric ‘size’ labels that were attached below the LenVogue labels.
    I was working there in 1969, when the boss brought in a portable black and white tv (no colour in those days) to watch the Moon landing. Staff were allowed to purchase any of the sample designs, so I had quite a few. My favourite was a back and white, fine houndstooth patterned coat with collar and black buttons.

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