Leona Edmiston opened her first Queensland boutique in Brisbane's Queens Plaza in December 2007. On opening night, Di Cant caught up with the successful and popular Australian fashion designer, who is renowned for her gorgeous frocks.
Q: Leona Edmiston, "Queen of Frocks", where did this all begin? Did you have any formal or technical education?
A: I was a student at the School of Visual Arts in Sydney, where I completed a year-long fashion diploma course, but what I know, I've learnt from experience, which naturally is the best training of all.
Q: You have a concept store in Los Angeles run by Australia's Kim Wilson. How does that store perform for you?
A: Actually, I have two boutiques in LA - one at Santa Monica and the other, of course, is on Sunset Boulevard. Both are very successful and managed by Kim Wilson (former Australian actor). She manages a great team of staff there - a mix of Australian girls and some American.
Q: What has been the most magical fashion moment for Leona Edmiston?
A: MAFW [Mercedes Australian Fashion Week] back in the early days. We did those stunning Tony Asness [celebrity event designer] full-on stage productions - more than a parade, a real performance. They were magic.
Q: Is it all about the dress? Do you ever design other styles?
A: No, it is mainly about the dress. Though for winter I do design jackets and coats, and for the Leona label I do tops. The dress is Queen. We have a whole range of lengths and shapes in the dress. We also do a range of children's dresses called Little Leona. And then there are the heels, the pins and the handbags.
Q: Does your own personal style have a big influence on the collection?
A: Yes, however the collections do cater for the modern urban sophisticated woman, whatever age she may be. They are broad-ranging and eclectic - there is a frock for everyone.
Q: Which international designer has an influence on what you design for the season?
A: Well, Pucci I guess. I particularly love those prints and the simplicity of those original frocks. I admire Viktor and Rolf - love what they do - but one has to stay relevant and the collection must have my own signature.
Q: If the layered/frilled dress is synonymous with Diane Fres and the wrap dress with Diane von Furstenberg, what is the dress most famous for Leona Edmiston?
A: The jersey dress is our own. Sometimes it's plain, colour-blocked printed, but it's always jersey. You can travel with it, wear it to work, wear it on weekends, and you can throw it in a washing machine. Yes, mine is the jersey dress. I usually do each style in three colours plus black.
Q: Will the Brisbane store show and sell the complete collection of current new stock? And how many new collections can we expect to see each year?
A: Our managers from each store come to the showings and choose what they know will work best for their customers, so they have the choice. There are two collections each year with monthly drops in all stores.
Q: Apart from all your customers, may we have some famous names of those who love to wear your dresses. Elle appears on your website - is she a fan of your frocks?
A: Yes, Elle MacPherson loves wearing Leona Edmiston long dresses. Sharon Stone has bought the long velvet dresses, Tara Banks wears them on the show and Paula Abdul has worn them on American Idol. Nicole Kidman was in the Sydney store [recently], Brittany Spears shops in the LA store and Debra Messing shops in the Strand Arcade Sydney store. So yes, lots of celebrities wear my frocks.
Q: Next winter has a strong ladylike forties influence, which you do so very well. Is this what we can expect from Leona Edmiston?
A: Yes and no. There are some different shapes and styles and it's all about how one accessorises and styles the outfit - next winter is a mixed bag. Here you can add beautiful hosiery "Pins", sexy shoes and beautiful bags.
Q: Leona may we have a travel tip for the girls please? A couple of your secrets please. Favourite destination and what to take?
A: I take my jersey frocks - so easy - they roll up and pack easily and no ironing is needed at the other end. Pack jersey dresses for meetings to weekends - they will wash in the hotel bathroom and drip dry.
Favourite destination for a short trip is Hong Kong. I love the buzz and then there is New York for a long trip.
Q: Where to from here - will you share your dreams and goals with us?
A: This week we are opening three boutiques - this one here in Brisbane, followed by a new store in Perth and one in Balmain, Sydney. That makes 11 Australian stores, and we will be opening another international store in October 2008.
