Since the labels inception in 2000, the self titled label has garnered quite a lot of attention and is featured in over 50 of Australia's finest boutiques, David Jones and international high street stores.
With a background in fine art, majoring in textile design, the Melbourne born Shona Joy now based in Sydney initiated her experience in the fashion industry working as a design assistant for Charlie Brown and later freelancing for Marcs.
Inspired by her fine arts background the label began when her passion for art and textiles was merged with her other love, fashion. Gaining inspiration from the wonderfully kitsch and quirky then fusing it with chic sexed up style the Shona Joy label was born.
Using T's as her canvas and a "hands on approach" to design assured that her earlier work, a collection of limited edition T-shirts were unique in their design aesthetic. The results spoke for themselves, no sooner had she appeared at London's Portabello Road and the local Bondi and Paddington Markets that key buyers from Corner Shop, Capital L, Orson & Blake and Cactus Jam quickly snapped up the label. The resurgence of this 'art in fashion' philosophy began making waves on the streets of both London and Sydney with the Shona Joy label on the backs of the fashion pack.
Well publicised in the glossy pages of Harpers Bazaar, was Christy Turlington's Australian shopping spree where she claimed to be a big fan of the unique T's and snapped one up in every colour. Propelled into the pages of celebrity fashion magazines, Vogue, Marie Claire, Elle and Wallpaper magazine Shona Joy had successfully launched her label, and in 2003 her anomalous collection emerged. With its already loyal fan base and now with an extensively developed range featuring silks, voiles, denim and of course prints, her label continued to attract all the right attention.
Continuing her craft as a true innovator of print, Shona Joy was one of the first to use Florence Broadhurst's fabulous wallpaper designs in fashion, even now her emphasis remains strongly on print with each new range featuring exclusive designs on luxe fabrics.
In 2005, Shona Joy opened the doors to her flagship store in Bondi Beach, this is where it all started and so the story continues...
Beginning her education in the fashion and textile industry Shona Joy has made a name for herself in the competitive fashion market featuring strongly in Australia and the UK. Her style has developed from when she originally worked by Charlie Brown and Marc, herself titled label illustrates a change in her style. Now known for her distinctive T-shirts that feature close links to an art rather than fashion style she has remained true to this aesthetic. After appearing in London's markets her clothing range was propelled to the pages of Vogue where it received large-scale global attention.
The Shona Joy label started to be stocked in a number of upscale boutiques. From her Joy has continued to develop the label and expand on the idea of fun and frivolity. Her style has a range of unique and interesting prints, which occur on luxe fabrics. Some collections have a 60's and 70's feel, which occurs through bright shades of yellow and a variety of denim pieces. The playful label is expanding to feature more kitsch styled T-shirts and uniquely cool pieces. Shona Joy will continue to be at the forefront of Australian fashion though the unique take on leisurewear.
