Leona Edmiston is an online fashion store founded in 2001 by an Australian fashion designer of the same name and her husband, Jeremy Ducker. The company has many boutique stores along the East Coast of Australia, and the brand’s items are stocked in Myer department stores across the country. Apart from Australia, Leona Edmiston also has shops in the United States and the United Kingdom. The company is oriented towards women and focuses on dresses: it offers various collections of dresses and accessories like bags. Leona claims to ‘’celebrate the confident, urban woman’’ and creates stylish but effortless dresses. Most of its collections are made of long, flowery and colourful dresses and tunics with long sleeves, designed in a very elegant and mature style.