Leona Edmiston

One of Australia's leading fashion designers, Leona Edmiston began in the 1980's with her first fashion label, Morrissey Edmiston, shared with former business partner Peter Morrissey. The Morrissey Edmiston label received significant local and international recognition and dressed a sting of celebrity clients including Tom Cruise and Nicole Kidman, Kylie Minogue, Elle Macpherson, Michael Hutchence, Helena Christensen, Harry Connick Jr. and Jon Bon Jovi.

Leona launched her solo label with business partner Jeremy Ducker in 2001 and they formed the present company of Ducker Edmiston Pty Ltd. The label, entitled Leona Edmiston,' is a tribute to the dress in all its incarnations. A Leona Edmiston frock is elegant, versatile and ageless.

The label celebrates the confident, urban woman. It exudes classic femininity, effortless style and chic, sexy sophistication.

Leona uses a variety of fabrics from her signature sleek jersey to soft luxurious silks and crisp cottons. Prints and colour blocks are a favourite. The fabrics compliment the style and flattering cuts of the Frocks, they allow for confidence during the day and sheer elegance during the evening, taking you from the "office to opera" with ease.

Leona Edmiston's success has seen the label extend into 'Leona Edmiston Ruby' a diffusion collection, 'Little Leona' or the little ladies and has fuelled accessories collections including eyewear, heels, purses and Leona Edmiston PINS, as well as a signature fragrance.

Today, the Leona Edmiston name and label is regarded as one of Australia's best exports. International recognition has led to celebrity endorsements from Kristen Davis, Maria Sharapova, Heather Locklear, Susan Sarandon, Deborah Messing, Elle Macpherson, Tyra Banks, Mary Hart, Rachel Hunter, Melisa George, Emma Bunton, Drew Barrymore, Emilia Fox and Pala Abdul.

The Leona Edmiston brand encompasses 27 boutiques - 24 signature boutiques in Australia including four Leona Edmiston Vintage Boutiques and nine Myer Concession stores, as well as a boutique in Los Angeles, an online boutique and more recently Shanghai. Plans are developing for boutiques in Hong King, Singapore and New York in the near future.

Website: www.leonaedmiston.com

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