Kirsty Urquhart
Melissa Pugliesi
Your career commenced over two decades ago. In the course of your career, whether it be with your current self titled brand, Leona Edmiston or Morrissey Edmiston, what was the most defining moment for you?
The support from Myer from my very first solo collection. In the eleven years since, our relationship has grown even stronger with 12 concession boutiques within Myer and the incredible Myer license brands.
When you created your brand did you ever imagine that your success would reach such a level?
No, when Morrissey and I started, we were straight out of design school and to have such success with such a loyal and sustained following was beyond our dreams. When I started my frock label, I was equally lucky to have continued with such a strong following of women that are still with me today.
What is the most important thing that you have learnt in the course of your career that other emerging designers can relate to and benefit from?
Learn to tune into your customers and design with them in mind.
Your designs are elegant, sophisticated and flattering – apart from having your key customer in mind, where do you draw your inspiration?
I love prints and beautiful fabrics, once I find the perfect print, the frock comes to life. It is also really important to know who you are designing for – the women I meet at our VIP events and the women I see on the streets are constantly inspiring me.
What is it that sets you apart from other Australian designers and what do you think has made you so successful?
My collections are style driven, not trend driven. I started my brand when dresses were not part of women’s everyday wardrobe, we had forgotten the ease and versatility of wearing a frock. I am so glad my hunch was right.
You’re extremely successful and you have managed to remain relevant within not only the Australian fashion industry but also on an international scale. You were once yourself an emerging designer though, what was the biggest challenge you endured then and how were you able to overcome it?
Never forget where you started and where you want to get to. I have a list of targets and each season I like to tick them off. Eleven years ago my label was all about the frock, today I am thrilled to have included heels, pins, eyes, signature fragrance, candles and Little Leona to the family.
Melissa Pugliesi and Kirsty Urquhart recently graduated from a Diploma of Applied Fashion Design and Technology at RMIT and now run their own unisex fashion label titled ‘Banana Wednesdays’.
