New Zealand-born fashion designer, Fleur Richardson speaks about her fashion career with Australian-made women's clothing label, L&F.New Zealand-born women's clothing designer, Fleur Richardson charts her career in fashion through to her founding Australian-made clothing brand, L&F.

Fleur's Journey

the path to function, fit & fabulousness

2023 will see L&F owner and Creative Director, Fleur Richardson celebrating ten years with L&F. Here's how she came to be delivering function, fit and fabulousness to women everywhere.

shaping her future
A New Zealand Girl

A small-town girl from New Zealand, a career in fashion was never something a younger Fleur envisioned for herself. With an analytical mind, she first set out on a path to finance.

However, after taking time out to travel, she returned to New Zealand and took an admin job at a swimwear brand, which would change the course of her future.

Inspired by the creativity of the brand's design duo and the energy of the design room, Fleur found herself at a crossroads - should she continue down the finance path or explore this new-found creativity?

Founder of Australian-made women's clothing label, Leina and Fleur, New Zealand-born Fleur Richardson wears a long sleeve, V-neck top with neck ties and tailored, tapered leg pants.

"I have a very process driven sensibility but I loved the possibilities of creating fashion, and I thought, I want to know how to do that for myself," explains Fleur.

Fleur enrolled in a Fashion Design course at Wellington Polytechnic, now part of Massey University, New Zealand and immersed herself in the practical and the creative.

Fashion design duo, Leina Broughton and Fleur Richardson photographed as figureheads of their Australian-made women's clothing brand, Leina & Fleur.
Australia Opens Doors

Two years after graduating, her role with Auckland-based suiting company, Cambridge Clothing saw her transferred to Melbourne. From there she moved onwards and upwards, into womenswear and up to Queensland, where in 2013 she met designer, Leina Broughton.

3 years after launching an eponymous fashion label, Leina was looking to grow the business - enter Fleur. The pair connected instantly, united by a shared vision of what they wanted to achieve in the fashion industry. The Leina Broughton label became Leina & Fleur and has gone on to grow from strength to strength.

Woman At The Top

Taking on sole ownership of the brand following Leina's exit from the business in 2022, Fleur has been unwavering in her vision. “The brand has evolved so much from day one to where we are today. But the vision has always been the same,” says Fleur.

"L&F is an age, stage and size inclusive brand with a vision to connect, dress and empower the L&F woman towards confidence that fits. I still want it to be about bespoke, small batch offerings so that women can wear an L&F product with pride.”

At L&F, we know what we do best, and Fleur is a woman determined to keep all her ducks in line to keep us excelling in our USP (unique selling point).

a size 18, plus size woman wears a printed jersey work top with tailored black work pants and a luxurious modal coat in dusty pink, all by Australian-made women's clothing label, Leina & Fleur

“We really do tailor the fit [of L&F garments] to all our sizes from 8 to 24. That’s actually really hard to do on a commercial level but we take the extra time and effort to make sure it works for all sizes properly, and that’s the ‘secret sauce’ we offer our customer!” 

Picture from inside Australian-made women's clothing label, L&F's Queensland based design studio where garments are cut and sewn by local machinists.

Delivering on Luxury


Central to us being able to deliver our 'Secret Sauce' is L&F's Australian-made ethos. Giving us the advantage of an in-house design team and Australian manufacturers, we can be agile to deliver well-fitting, luxury products.

A woman with passion not just for her own business, but for the future of Australian-made fashion too. Australian manufacturing has been vital to the success of L&F's business model, and it plays a major part in Fleur’s vision for sustainable, ethical fashion. 

“Being Australian-made means that you can be very close to your supply chain and that’s very important to me because it’s about being very transparent and ethical in our operations," explains Fleur. She knows everyone who sews L&F's garments and wants everyone involved in the process to be able to share in the equitable moments L&F products offer. 

The equality and health of L&F’s workplace environments show in the quality of the clothing that is produced. Says Fleur, “I have very happy suppliers and team, and that translates through what you see today in the L&F product.”

broadening horizons
Fashion That Thrills

After 10 years in the business, Fleur still feels the excitement. And there's a lot to be excited about. 2023 saw the launch of the first L&F Denim collection, an ethical, sustainable denim range of jeans and tailored jackets.

It will also see the unveiling of an after 5 range developed specifically for the L&F woman. The Up Late Collection will deliver subtle luxury that wears again and again, setting it apart from typical occasionwear one-wear wonders.

Says Fleur, "Creative industry, it’s the fuel to the fire - anything is possible!”

A size 18, curvy woman wears the new occasionwear/evening wear collection by Australian-made women's clothing brand, Leina & Fleur.

Leina & Fleur

Our Inspiration

Our inspiration is to create diverse garments that make our customers exude confidence and feel beautiful, to amplify and elevate women to feel amazing - every single day.

Create an account and get inspired with the L&F Look Book.

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Flattering fit for women of all sizes from 8 to size 24 clothing. Plus size work wear, mother of the bride dresses and more.

Flattering Fit
Size 8-24

Easy returns and exchanges at L&F Australian made women's dresses, pants, trousers, shirts, blazers and more.

Easy Returns & Exchanges

L&F offer a comprehensive fabric and care guide for their Australian made clothing. All fashion products are made here in Australia with care and are designed to last well wear after wear

Fabric &
Care Guide


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