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 Portobello 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.

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