Meet a lady who makes an effort to look the part ...

PUBLISHED : Monday, 18 October, 2010, 12:00am
UPDATED : Monday, 18 October, 2010, 12:00am

With her flamboyant personal style, Leah Schmidt, a designer and director of Los Angeles fashion brand Joyrich, may well be the brand's best ambassador as well.

At the store opening in Causeway Bay last week, the blonde showed up in an ensemble of studded pink leather jacket, leopard-print vest and extra-tight hot shorts over print tights. The Hollywood-chic beauty could easily be mistaken for one of Paris Hilton's BFFs.

Apart from modelling for the brand a couple of times before, Schmidt can actually design as well. And by that, we mean doing more than printing cute pictures on over-sized T-shirts.

The model-turned-designer, whose mother is an artist and father a musician, said she developed her passion for creation at a young age.

'I loved dressing up Barbie dolls and doing their hair when I was little,' Schmidt said. 'I constantly look for inspirations. A table cloth inspires me for a graphic print, the fonts on a bus sign can also be an inspiration.'

For the autumn-winter season, the brand is offering a collection of garments in neon, candy stripes and animal prints.

'People usually dress in dark colours when the weather cools down, but we want to keep the energy and electric vibe of our brand throughout the year,' Schmidt said.