Founder Journey | Leina & Fleur | Australian Designer Clothing Brands

Fleur's Journey

The path to function, fit & fabulousness

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.

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?

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.

"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."

- Fleur Richardson

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

LEADING THE

Woman At The Top

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.

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

Designed in Australia

With an in-house design team and Australian manufacturers, we are able to remain agile and deliver high-quality, well-fitting luxury products.

A Passion for

Ethical Fashion

A woman with passion not just for her own business, but for the future of Australian 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.

HAPPY WORKERS

Equitable Workplace

The equality and health of L&F’s workplace environments show in the quality of the clothing that is produced.

Fleur 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.

“
Being Australian designed 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
”

“
“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!”
”

“
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!”

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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