Elusive prints and luxe fabrics are all hallmark of Melbourne born designer Shona Joy. Since the label’s inception in 2000, Shona Joy has been a prolific player in the burgeoning Australian fashion industry. Maintaining a focus on chic silhouettes and exceptional finishes, Shona Joy’s collections epitomise modern style. Designed for the trend trailblazer, the label prides itself on quality craftsmanship at an affordable mid-range price point.
First building up her knowledge and experience by studying textile design and working as a design assistant for major fashion houses, Shona Joy took a leap of faith in 2000 when she launched her self-titled label that was to explode onto the market. Quickly becoming one of the industry’s leading labels, Shona Joy’s ethos was built around designing garments to inspire confidence within women. Famed for her original prints and premium textiles, Shona Joy’s garments embrace varied styles and silhouettes to complement different female body types. Well versed in her collaborations with talented creatives, customarily Shona Joy works with an array of gifted individuals as well as well-respected textile houses. From her humble beginnings, selling designs at the Sydney, Paddington and London Portobello markets, to her internationally-acclaimed status, Shona Joy is an eveningwear brand you know you can trust.
Here at THE ICONIC, we are forever in adoration at the everso fabulous collections produced by Shona Joy. Her hallmarked bias-cut slip dress is a fashion world wonder; one we only whisper in awe about. From clinging spaghetti straps, fluid-falling cowl necklines and faux wrap skirts; you can do no wrong in selecting a Shona Joy midi. Her catalogue is enriched by sleeve ruffling, cinched tie-up waistlines, sultry leg splits and one-shoulder design statements. Immerse yourself in her sometimes muted blush pinks, calming greens and tranquil greys or turn to her bold florals, diagonals stripes and retro polka dots for a a dose of that rich Shona Joy flavour.
For eveningwear that is understated with design features yet bursting with contemporary elegance, look to Australia’s own Shona Joy and let your next occasion piece speak of a newfound, minimalist allure.