Fashion Label By Johnny is Australia’s Coolest Best-Kept Secret
Leo Frill Stripe Dress, $330; at By Johnny
Love frills, but don’t want to look like a kid? You’ll love By Johnny, A fresh Australian fashion line that knows how to do ruffles like a fashion girl, not a little girl.
As an Aussie myself, I first discovered the brand in the summer of 2012 when the designer, Johnny Schembri, released his first collection. Back then, the tightly-edited range was capitalizing on the neoprene trend, offering cute scuba-style dresses, tops, and skirts in bright pastels for under $200.
Fast-forward three years, and the boutique label has matured into fully-developed fashion brand that’s got a spot on the Fashion Week schedule in Sydney, is stocked by Australia’s biggest retailers, worn by the country’s major celebrities, and coveted by girls from Perth to Melbourne. It’s only just starting to be recognized in the U.S. by a handful of boutique stores across LA and NYC, and you can shop the brand online from its own ecommerce store. Prepare for strangers to stop you in the street and ask, “Where did you get that?”.
By Johnny still sticks to the sculptural frill and bright colors it’s known for, but now uses more elevated fabrics and grown up silhouettes including sleek, pencil shapes and midi lengths.
Unsurprisingly, the prices have also jumped a little bit as well, and it’s almost impossible to find an item to buy that will give you change from $200. Instead, expect to pay around $350 for a chic mini dress, and $260 for a skirt. While it’s a fair step up from the brand’s original price point, the cost is still a whole lot more affordable than some designer fashion brands offering cool cocktail solutions. Step this way to check out (and shop) the current collection.
Anna Ruff Dress, $380; at By Johnny
Primary Tab Skirt, $260; at By Johnny
