Wednesday, 21 July 2010
fashion designer leona edmiston
I love how Leona Edmiston has transformed herself into the Diane von Furstenberg of Australia. After years of success with Peter Morrissey and their brand Morrissey Edmiston, she has become this country's queen of the dress. While the fashion industry attracts its fare share of show ponies - designers who want attention and fame (and are happy for that to eclipse their clothes!), there are people like Leona who focus on what they produce and do it with true style and grace.
Which five words best describe you? I’m very much a Capricorn.
What was your first job and what path have you taken since? My first job was Morrissey Edmiston with Peter Morrissey, which we started in the 80s and lasted 14 years. This business is 9 years old, my husband and I started it in 2001.
What’s the best lesson you’ve learnt along the way? Trust yourself and your instincts but make sure you have a great team around you. What’s your proudest career achievement? To still be passionate and in love with what I do, plus our 21 stores!
What’s been your best decision? To focus the business on the dress which is my first love and this has led to many further opportunities in developing other product lines.
Who inspires you? Great women of style, be it from the 20th century or our contemporaries, those who have a distinct individuality and flair.
What are you passionate about? Reading, decorating, I love the unusual and quirky and love hunting for treasures for the home. Which person, living or dead, would you most like to meet? I think Meryl Streep is mesmerising. Her talent has only grown with the years as has her charm.
What dream do you still want to fulfil? Travelling for pleasure, there are still so many destinations to discover.
What are you reading? Nicky Haslam, Redeeming features – his incredibly fun and gossipy autobiography, recounts his encounters with so many legends of the 20th century.
images courtesy of leona edmiston