The Look of Leona Edmiston

How is your brand going in the US, since you opened in LA?
I focus on my design while other brilliant people run the business side. I have two boutiques in LA in Santa Monica and on Sunset Boulevard, and I can tell you a secret today – we are opening a boutique in London in October! We’ll create new collections for the northern hemisphere, as the seasons will be out of whack with the Aussie ranges.

Why do you think your dresses have such celebrity appeal?
I like to create feminine and classic clothes. My main focus is that a woman looks and feels good about herself in what she wears. I enjoy seeing that confidence.

Has your move to Hollywood changed your style at all?
No. I stick to the same design principles. Women have the same priorities and
hang-ups about looking good the world over. I also think there’s a real crossover between the Sydney girl and the LA girl!

Stars such as Kristin Davis, Drew Barrymore and Melissa George are fans of your clothes – and you famously made over Britney Spears on a shopping trip. Who are you most thrilled about wearing a Leona dress?
I like to see real women at my VIP nights feeling good in my frocks. It’s still always
a thrill to see a celebrity wear your label.

Which Hollywood celebrity would you most like to dress?
I would love to dress Cate Blanchett – she is really elegant and I love her daring fashion choices. She could choose whatever she liked! I think it’s important for someone to choose what suits them best.

The Brisbane Fashion Festival is fast approaching. Why did you choose Brisbane over Sydney Fashion Week this year?
The timing for Sydney is not good for us - we have already shown and gone on sale.
We have also just opened a store in Brisbane and the girls up the coast are a force to be reckoned with. It’s a consumer event and I want to support my customers.

What words best sum up your label?
Sexy and sophisticated. Feminine not fussy.

Can you give us a sneak peek into your new range?
It’s all lovely linens and cottons and loose styles – great for the Brisbane climate. The sun is so strong up there, you need to have strong colours that capture the vibrant atmosphere.

Which other designers do you most admire and why?
I am an Easton Pearson fan. I love a French brand called Leonard for their great prints. Prada, of course. My star choice would be Viktor & Rolf though. They have such a clever vision. Real artists. And, their upside down store? Gobsmackingly original!

What are your favourite summer trends and colours?
Hot pink, deep jewel tones and sunshine yellow. Vivid brights are cheerful and optimistic. They make you feel good.

Do you think ladylike chic is always in style?
You can never go wrong with an elegant style. It’s how you trick it up that’s the
clever bit. If you are on a budget, great accessories can change your look in an
instant and keep you on top of trends.

What are your top fashion picks for summer?
My dress choice would be a day dress in the lilac, violet colour that appears throughout my range. A longer length day dress can be a real head turner,
too. The bag? The patent clutch for daytime. Patent is still huge. As for shoes? The stacked patent platform. My trend tip would be to invest in patent and look out for the new shoe and bag styles mixed with another material like suede or satin.

How do you shop?
Unless I love something instantly, I won’t buy it. You know when you fall in love with something, you can’t stop thinking about it until you have to go back and get it.

How do you describe your own style?
Simple. I love strong bold features paired with striking accessories. My mantra is if
you love it, it will work!

You will be famous enough when…
I have shops in Tokyo and Hong Kong and a line of kitchenware named after me!