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Beginning her education in the fashion and textile industry Shona Joy has made a name for herself in the competitive fashion market featuring strongly in Australia and the UK. Her style has developed from when she originally worked by Charlie Brown and Marc, herself titled label illustrates a change in her style. Now known for her distinctive T-shirts that feature close links to an art rather than fashion style she has remained true to this aesthetic. After appearing in London's markets her clothing range was propelled to the pages of Vogue where it received large-scale global attention.

The Shona Joy label started to be stocked in a number of upscale boutiques. From her Joy has continued to develop the label and expand on the idea of fun and frivolity. Her style has a range of unique and interesting prints, which occur on luxe fabrics. Some collections have a 60's and 70's feel, which occurs through bright shades of yellow and a variety of denim pieces. The playful label is expanding to feature more kitsch styled T-shirts and uniquely cool pieces. Shona Joy will continue to be at the forefront of Australian fashion though the unique take on leisurewear.