Leona Edmiston
Elizabeth November 14th, 2009
Leona Edmiston – Photo by Josh Evans
I spent a fantastic morning in the city today, dress shopping with a good friend. Our workmate had told us – in fairly evangelical terms – about the great sale that Leona Edmiston was having this weekend, and how amazed we would be with her dresses. So much so that she insisted that I try on the three dresses she had with her at work that day, just so that I could see for myself!
She wasn’t kidding. There’s something about the cut of these dresses that just works. Forgiving in all the right ways, yet completely unapologetic for flaunting curves and boobs. And even better? Leona Edmiston has her own sizing, which doesn’t correspond directly to traditional clothes sizes. It takes your mind off the size tag and forces you to concentrate on the fit of the dress instead.
I hadn’t really expected to spend a great deal more money after last week’s purchases, but I quickly discovered that this was an opportunity too good to pass up! It’s been such a long time since I’ve walked into a dress shop and been presented with so many options that just fit. With the sale ending tomorrow, I knew I had to pick up a few things while I could.
So here’s what I chose:
Shona Shirtdress
Perfect prim and proper in this retro-inspired cotton Shirt dress. This dress features 50′s inspired detailing such as self covered buttons, cuffed sleeves and a nipped in waist that creates a subtle vintage silhouette.
Bridgette Button
I’ll be the first to admit that this dress doesn’t look all that special in the picture, but of the three dresses I bought, this one really stands out!
This Leona jersey dress is a bold daywear piece with plenty of cool-girl sass. This dress has short sleeves with button cuff, scoop neckline and button waistline making this a perfect piece to introduce to your summer wardrobe.
Joan
I bought this dress in “petrol”, which is the colour that Leona wears in the top picture.
This effortlessly stylish dress will become your fail safe choice for any work day or occasion. With a flattering A line skirt, ¾ sleeves and super flattering cut this dress will instantly update your dress collection.
And this next dress came very close to joining the others!
You will create Perfect Park Avenue chic in this Leona dress. The sweetheart neckline and nipped-in waist with self tie are super-flattering. This dress also features an A line skirt, capped sleeves and a concealed back zip for easy wear.
Anyone who knows me well will probably be surprised at some of my choices, because I tend to choose “safer” colours and styles. I’m really excited to have bought some pieces that are bright, girly and summery – my Melbourne black-staple wardrobe was starting to look a bit emo!
The Leona Edmiston sale continues online until tomorrow, so get in quick to get 30% off. However, I strongly recommend heading into one of their stores, or to David Jones, to try on their gear if you haven’t worn it before.
Today taught me the importance of a perfectly fitted dress!
- Fashion , Life , Melbourne , Online Shopping
- Comments(2)
That last black and white graphic dress is really cute!
And I think having her own sizing sounds like a smart idea, given that it does stop people paying attention only to the tags and not the fit itself. Aside from the fact that there isn’t much of an industry standard anyway… one man’s size 10 is not the other’s.
Exactly!
LE sizes range from XS to Size 4. Two of the dresses I bought were Size 2, one was Size 3, but a couple of other styles that I tried on I was most comfortable in a 4 because of the way those styles hugged “the girls”.
It really opened my eyes to the way that mass-produced clothes cannot take individual figures into account, and what we sacrifice by buying clothes that are designed to fit a broad range of people.
LOVED the graphic dress at the end, and would have almost definitely bought it if they’d had it in a smaller size. That’s a dress that needs to be fitted well, or it just looks like a kaftan.