Verily means truly, honestly and certainly. But to Leonie MacLeod ‘Verily’ is so much more – it’s the name of the clothing label she designs and produces entirely for the modern woman. The labels name is a mesh together of the catchphrase “very Leonie” (which many people use to describe her unique designs), and is also a representation of the qualities of the dictionary meaning too.
The locally designed and produced label is handmade by Leonie and her team of seamstresses in her Buderim studio, with ethics in mind and using fabrics milled in Australia where possible.
Leonie said, “I can’t imagine making overseas as I like to be involved in all aspects of the design and making up.”
She said, “Our clothes are made in Buderim and posted all over Australia and overseas,” to keep the supply chain transparent and production local – one of the key foundations of the label and Leonie’s business attitude.
Verily has just launched its autumn 2014 collection of transeasonal pieces that will take you from day to night, all year round . The range is complete with wrap dresses, classic tunic shapes, cowl know features, midi lengths and the most perfect knits. The colour palette is spot on for the coming season and the prints aren’t too overwhelming, or too dull, for the sophisticated modern woman.
Leonie said, “I make all my own patterns so I spend a lot of time with my mannequin in getting good drape and fit, my buyers are in the 30+ market so I am designing for a more womanly shape.”
She said the new autumn range is “a very relaxed collection with an easy elegance.”
Clearly she knows her demographic and succeeds in her goal to create quality clothing with a comfortable, yet fashionable, fit that is forgiving in all of the right places. And, by designing timeless pieces and recreating classic shapes, Leonie focuses on a return to cottage industry fashion and combats the throwaway fashion trend of the 21st century.
And while she acknowledges that Verily is still a new label and she is learning more everyday, it’s easy to see that she is bound for bigger and brighter things in the not-so-distant future.
You can get your own piece of Verily this Easter at a pop up boutique on the Mooloolaba Esplanade from the 4th to the 28th of April, and, as always, you can purchase directly from the online store and at a number of stockists on the Sunshine Coast, including Soul Diva at Buderim, Di Designs at Mooloolaba and Willow and Bird at Maroochydore.
All images from Verily online