Leonard St Womens Boutique Clothing

A fashion label by Amanda McCarthy

Australian Fashion Review managed to pull aside Amanda McCarthy, founder of Leonard St fashion label for a few quick words regarding her boutique label.

Q1) Who are the name/s behind the label? What is/are your backgrounds?

I am the designer, Amanda McCarthy, I started the label in 2005 and my background is actually in sculpture, but my family on the father’s side has always been in the rag trade and I always worked in fashion in difference capacities after studying art.

Q2) When and where did the label all begin?

After working in retail, management, VM, film wardrobe, styling etc, it seemed to be the combination of all that experience with design skills from university. Also at a time I had returned from overseas and had the opportunity to do something creative whilst trying to find my way back in oz again. Always a fantastic opportunity to find out what you REALLY what to do.

Q3) What do you hope to accomplish with your fashion label? What is the dream!?

The dream is always changing. I have worked very hard this year; we have opened a Pop Up store at Melbourne Central which will be there till Feb next year, and a second boutique on Gertrude St, Fitzroy. I am always tweaking my business module so we have reduced wholesale to concentrate more on the retail branding and closely react to the retail and best selling styles and what they tell me about my customer. The Dream in this industry needs cash flow. I do aspire to have a tight knit, succinct, collection each season with highlight fabulous prints to offer something different from what is mostly out there. The ultimate dream would be to open a few more stores, travel more to be exposed to further edges of fashion world and have my product represented in them. I would like to be every day sitting in front of my drawing table not my paperwork pile…..

Q4) If you could pick someone famous that best represents your labels style, who would it be? Alternatively, what famous person/s would you want wearing your label?

I like the style of, and would like to dress;

Sienna Miller, controversy has not dulled her fashion flair!

Lily Allen – always looks good, even when she’s trashed

Carla Bruni – on her days off

Lily Cole, curvaceous and redhead

Scarlett Johansson – we cater for a bust

Rachel Bilson – can combine looks with natural talent

Kate Bosworth – understated style

Q5) Who are your favourite fashion designers and what about them inspires you? What else inspires you?

My favourite fashion designer is Matthew Williamson. He has the unique ability to create a completely new collection every time, that channels inspiration from anything from an African culture to an art movement and make it into wearable flawlessly flattering and chic group of pieces. His use of colour I love, I’m a colour designer. He uses line, colour and print and I too embrace those elements.

I also love Kenzo, Phillip Lim, and the Brit Designers – Emma Cook, Temperley, Luella and Vivienne Westwood

Q6) Complete the following sentence: Our fashion label is unique because..

We focus on silhouette and flattering lines and mix them with our own fresh colour palette and our own print designs each season. We are an independent label and pride ourselves on offering a quality product that you will not see anyway else.

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