Shona Joy

Shona Joy

Since her eponymous label's inception in the year 2000, Shona Joy has made a prevailing impression on the Australian fashion industry, having earned a reputation for wearable designs with a fashion-forward edge.

The Melbourne born Shona Joy initiated her experience in the fashion industry working as a design assistant for some of Australia’s most established designers. The label began with limited-edition capsule collection sold through Sydney's Bondi and Paddington markets and even further afield at London's famous Portobello Road markets. The appeal was such that soon exclusive Sydney boutiques The Corner Store, Capital L and Cactus Jam began stocking the label.  By 2003 Shona Joy's first complete collection had hit the stores, with a flagship boutique in Bondi Beach to follow soon after in 2005, since attracting the likes of Christy Turlington, Rose Byrne, Miranda Kerr and Jennifer Hawkins.

The result of a background in fine arts and hands-on approach to design, Shona Joy's bold creative vision and an insight into exactly how women want to dress is evident in each and every collection. The label's signature has always been an innovative use of print, (which in the past has seen Shona Joy become one of the first fashion label's to utilise the iconic wallpaper designs by Florence Broadhurst), with every collection providing a fresh opportunity for exclusive designs on luxe fabrications. The brand prides itself on developing all prints from scratch, often collaborating with artists and graphic designers, ensuring their sexy silhouettes are stamped with a distinct sense of individuality.

Fast-forward to 2012 and Shona Joy has been a prolific player in the Australian fashion industry for over a decade, having cultivated a strong editorial presence and a broad, enduring customer following.