Founded in 2004 by Amanda McCarthy, Leonard St is one of Melbourne’s most loved independent labels, known for its bold & colourful aesthetic, and adventurous prints.
Amanda’s love for print, colour and beautiful fabrics is clearly evident in every piece of Leonard St clothing, and also demonstrated by the wonderful collaborations she has developed with Australian artists, designers and illustrators over the years.
There is a real charm to every Leonard St garment, with designs taking cues from the imaginative world of children’s stories, folklore and myths.
Australiana flora and fauna are also signature motifs in Leonard St garments, and it is this pairing of gorgeous illustrations & pattern design in chic colour palettes that make Leonard St one of my favourite Melbourne brands.
Today I have the privilege to interview Amanda McCarthy as we discuss how Leonard St has evolved into the brand it is today, and what inspired her new Spring Summer 20/21 collection. Read on below.
Tell us a little bit about yourself, your background and why/how you started Leonard St?
I started Leonard St when I came back from working overseas, I was 29 and felt I had all his great exposure to offer from my experience in the fashion industry in the UK and I found myself with time to create. I started with a print wrap dress in some serious 70s prints and the ball started rolling, it was hard to stop.
How would you best describe Leonard St’s design aesthetic & ethos?
I love to design classic pieces with a twist; texture, colour and silhouette play a big part in what gets me excited and what I want to offer my customers. I like a playful approach too when the mood takes me so my pieces are designed to spark joy, weather is the cute koala print, the luxurious texture of velvet, the snuggle of a knit, the spin of a skirt or a clear blue colour, the power of dressing can elevate one’s mood.
Can you tell us a little bit about your creative process/ and how do you like to work?
I sketch out new shapes and tweak existing styles in my sketch book whenever I have sometime between running the business. So when it’s time to work on a new collection I have a thought pattern to look back on and can choose the shapes I like, and I think will work for the season. I often have few ideas for prints and colour palette that I work on, then I kind of bring them together; what shapes will work with which prints or plain palette. It’s a very 2B pencil and sketchbook kind of process, this is the way my imagination can fly, with a pantone colour book close at hand.
What’s a typical day at the studio/office for you?
Well its changing a lot so right its homeschooling again it does involve multitasking! I like to walk the dog and get my coffee around 8am and be back to setting kids up for 9am school ZOOM. I have 2 girls aged 8 and 10, then I can look at what’s on my agenda for the day. Ever since lock down I’ve really embraced working from home and only go into the warehouse twice a week or so. I start by looking at sales and stock levels and talking to my staff at the stores. At the moment this is a lot of online sales and therefore require some online store edits. In between remembering how to times fractions or what is pie? I check in on my marketing and social media plans for the day or week.
After lunch I often check my production and talk to my manufacturers, check my schedules for seasonal stock arrivals. I might be confirming specs for production or checking a revised sample fit. I might be mulling over a print and tweaking colours or scale. I might be changing a cut to a print story and cross checking my plains to work back with prints.
How would you describe your personal style?
My style is ecclectic, I do like to swing between preppy and femme and love to mix them togther. Colour is a driver – colour combinations are key, I feel bare without print, even if its a tiny but somewhere, its got to be there. I love a good tailored quirky pant.
Right now I’m loving lime. I’m living in the Sisterhood Lime pants – every print seems to pop that much more with them. I’m wearing them with print tees and shirts and neat block colour knits.
What are 5 essentials in your wardrobe?
Overalls – currently bib overalls in dark denim, print shirts, pink Vans, sparkly socks and fluffy bomber jackets – my new Sherpa bomber is the bomb!
Where is your favourite place to shop?
In my imagination.
Tell us about some of the people who inspire you and why?
A few people out there in fashion land inspire me with their unique approach to style; Giovanna Battagia I adore, so European and chic. I love Grace Coddington as she is so down to earth yet such a prolific stylist. I love Linda Evangelista. In the 80s her style was mega.
What would be your ideal collaboration?
Ceramics – I’d love to get back to my roots and put some of my prints, colour palettes and texture on pots.
What are the top 3 resources that you turn to for inspiration?
Nature, never ending inpso, Art – so much incredible creativity out there in the world and play; what makes us feel good? How can I translate that into a garment?
Can you tell us a little bit about your new Spring Summer 20/21 collection and the inspiration behind it?
This Spring Summer is inspired by life, the regenerative power of nature, and the joy it brings. After the bushfires it was so reassuring and beautiful to see wildflowers and bees thriving. Even now this rings true as we see nature benefiting from lockdown and supporting our communities.
What else is on the cards for Leonard St in the coming weeks/months?
It’s the big questions right now as the future seems uncertain with COVID-19 impacting so many elements of life and business. Our business model has changed a lot and it’s been a very interesting time to try different things and see what our customers are receptive to. retail landscape is moving fast and we have to be flexible, so its being adaptive.