Edmiston to expand empire

By Tracey Porter

27 Aug 2008

SYDNEY: The queen of frock is set to expand her global retail empire. Leona Edmiston has announced plans to avoid threats of an impending Australian recession by opening a self-titled outlet in London. The store, in the prestigious Holland Park Westfield Shopping Centre, marks the third offshore sales outlet for the designer, who also operates two signature boutiques in Los Angeles. 

The news was announced during the Queensland-born designer's solo show at Mercedes-Benz Fashion Festival (MBFF) in Brisbane last night (August 23), her first showcase in the Queensland capital since opening her first store in the city six months ago.

Edmiston, whose show last night boasted maxi dresses and '70s-style paisley prints, now works across 10 seperate categories including her main fashion range, her Leona diffusion range, Little Leona, sleepwear range Nighties,  eyewear, shoes, handbags and hosiery.

Key highlights of today's MBFF program include a swimwear parade on a submerged catwalk and featuring collections from Flamingo Sands, Riot Swimwear, Lisa Ho Swim and Anna & Boy - and two group shows featuring labels such as Tengdahl, Maiocchi, Gina Kim Couture and Bora.

The six-day festival, now in its third consecutive year, concludes on Friday (August 29) with a black tie gala and showcase at the Hilton Brisbane.