Leona Leona Edmiston Australian fashion designer Country: Australia

1. Biography of Leona Edmiston
2. The 'Frocks' Label
3. Global Presence and Latest Collection

Biography of Leona Edmiston

Leona Edmiston is an Australian fashion designer based in Sydney. She studied her craft at the East Sydney Technical College and launched her first label, 'Morrissey Edmiston', in the 1980s with Peter Morrissey. The Edmiston brand was in high demand for over 14 years. In 1996, the 'Morrissey Edmiston' label disappeared by mutual decision of the partners, and Edmiston started her solo career in 2001, this time with the support of her husband, Jeremy Ducker.

The 'Frocks' Label

Edmiston's new label, 'Frocks', was launched and became responsible for producing dresses in various styles. According to Edmiston, the label is dedicated to celebrating confident urban women. The clothing under the 'Frocks' brand exudes classic femininity, with a light style, elegance, and sensual sophistication. Thoughtful combinations of fantastic and whimsical details beautifully showcase the proportions of the female body, making Edmiston's dresses suitable for the modern woman who spends her weekdays in the office and her weekends relaxing at the opera. Edmiston's designs were featured at the Mercedes Australian Fashion Week in 2004, 2005, and 2006. In 2008 and 2009, she organized private showings, adding such events to the schedule of Fashion Week.

Global Presence and Latest Collection

Edmiston owns stores in Australia, including in Myer, as well as in the United States and the United Kingdom. She also sells her designs online. Her latest collection for Autumn/Winter 2011 is filled with vibrant autumn colors and made from fabrics intended to create a cozy atmosphere on cold winter evenings. Edmiston's new models are a direct reference to the trends of the 1970s, but naturally, this line is refined to ensure that the designer's motto of 'from the office to the opera' remains relevant.