Leona Goes to Hollywood

Australian dress label Leona Edmiston opened a second Southern California boutique on March 14. The line, devoted to bright, frilly dresses, ensured the glamour of the opening was worthy of its new Sunset Plaza address in Hollywood.

Celebrities like Paula Abdul walked a red carpet to the 2,200-square-foot store. Guests enjoyed hors d’oeuvres provided by Asian fusion restaurant Crustacean in a space reminiscent of a Hollywood actress’s boudoir circa 1950.

Red leather banquettes and chairs were lit by crystal chandeliers, while an elaborate salon in the back of the boutique served as the dressing room. The Edmiston dresses lining the white walls ranged from simple jersey designs to ornate evening gowns.

The average price point for an Edmiston dress is $350. Designer Leona Edmiston, who had traveled from her home in Sydney for the opening, said there was a vibrant market for dresses even though the style of dress in California and Australia favors pants.

“There’s a place for a frock in every woman’s wardrobe,” Edmiston said, wearing her label’s “Maddie” dress from the Fall 2006 collection.

Edmiston opened her first American store in Santa Monica, Calif., in January 2005. She said she has not yet decided whether her label would open more boutiques. —Andrew Asch