The collections of Shona Joy's self titled label are the fusion of her fine arts background with her passion for textiles and fashion. Joy began in the fashion industry working as a design assistant for Charlie Brown and freelancing for Marcs before starting the Shona Joy label in 2000.
One of Joy's early breakthroughs was her success with a collection of limited edition T-shirts produced with her 'art in fashion' design aesthetic. Soon after their appearance in London's Portabello Road and local Bondi and Paddington markets, boutiques like Corner Shop, Capital L, Orson & Blake and Cactus Jam were taking up her label. Shona Joy was propelled into the pages of Vogue, Marie Claire, Elle and Wallpaper* when during a visit to Australia, Christy Turlington claimed to be a big fan of the t-shirt collection and bought one in every colour.
Since 2003, Joy has been developing and expanding her collections, including an emphasis of exclusive print designs on luxe fabrics. Her S/S 07/08 collection 'Ms Lulu Bett goes to Town' is inspired by movies of the 60's and 70's. Themes include 'Easy Rider' denim pieces, pared back 'Norma Jean' pieces, Sophia Dress, playful Fan Halter dresses and Singlet dresses plus a t-shirt gallery with kitsch Australiana imagery.
You can find out more about Shona Joy online at www.shonajoy.com.au, visit your local Shona Joy stockist - or if you are at Bondi Beach you can even visit the flagship Shona Joy store at 85 Gould St, Bondi Beach (+61 2 9300 6888)
Shona Joy www.shonajoy.com.au
The Corner Shop www.belinda.com.au/#stores
Orson and Blake www.orsonandblake.com.au