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FASHION & BEAUTY

Behind the label: Shona Joy

Abid Rahman

 

Who started it? Melbourne-born Shona Joy started her eponymous label in 2000 after years cutting her teeth in the textile business and then as assistant to some of Australia's biggest designers. Beginning with limited-edition capsule collections in such diverse locations as Sydney's Bondi Beach and London's hip Portobello Market, Shona Joy quickly gained a following for its classical styling mixed with provocative cuts. Today, Shona Joy is a mainstay of the Australian fashion scene and is racking up international fans, too.

 

Why we love it: prints, prints, prints! Shona Joy loves prints and so do we. The brand showcases exclusive prints in its collections, made in collaboration with artists, graphic artists and the very best textile houses, so expect something vivid and unique.

 

What we'd pick: perfect for the last days of summer, we love the marine-coloured cross-over print dress (above left; HK$2,270) from the This Side of Paradise collection. Another standout is the reddish Sweet Memory shift dress (right; HK$1,400).

 

Where can you get it? Shona Joy is available at Alexa & Todd, 1/F, Winning House, 28 Hollywood Road, Central, tel: 2526 3378.

 

 

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