A label making a big noise in Australian fashion right now is Joveeba, by Alison Cotton.

This label is one of my personal favourites in terms of overall style and consistency, season after season. I was really looking forward to chatting to the woman behind the brand!

Alison had so much drive and determination that she didn’t even wait to finish her fashion degree course before launching her label in 2003. She worked hard to get her clothes out there, and soon they were being snapped up faster than she could make them.

Now, with a demand for her garments from high-profile celebrities and loyal fans, she has stockists all over the globe, pictures published in countless fashion magazines and Joveeba is turning heads at major Australian fashion festivals.

Joveeba can be best described as fun, bold shapes with flirty details, and relaxed, effortless style.

The latest Spring/Summer 09/10 collection is called “Chasing The Sun” and is full of hyper-colour fun, fluid ruffles and pool-side worthy prints. Alison will be showcasing more of her latest collection at the upcoming WA Designer Collections Event at the Perth Fashion Festival.

The blue dress on the left was so comfy and light. With a silver zip up front and girly ruffles everywhere, I really felt this was an anywhere summer dress – whether off to a daytime picnic with a big hat and straw bag, or summer evening party with white blazer and strappy pumps.

Right, I’m wearing Zig Zag Opening Night dress. I absolutely adore the pattern! I also love the sheer ruffled shoulders and silver front zip. Again the dress is light weight, feels fabulous and looks so versatile. Great by itself for daytime. Then for the evening, pop a jacket on, hide the shoulders and give it a completely different look.

The black and white dress on the left was gorgeous to wear. With a vintage lace detail, mixed up with a VERY pretty print, layers and ruffles – again a very versatile dress.

Tie-die used to be a big no-go for me. But I found myself seduced by this dress on the right. Something about it made it feel so uber-cool. The cut was great. It was very airy and once again you could wear it as a poolside daytime dress with swimmers underneath, or a night time party dress with a belt, jacket and fierce shoes.

Joveeba has a great website with lots of pics of their stuff and a list of Australian stockists.

They also have an online store, with international shipping. It’s a great place to pick up Joveeba sale items!

This is my last pre-view of fashion labels before the Perth Fashion Festival 2009 starts this weekend. It’s been a real experience trying on so much excellent clothing! In case you want to look at them all again, the others are:

Perth Fashion Festival: Ruth Tarvydas

Perth Fashion Festival: Morrison

Perth Fashion Festival: Ashe by Kelsey Ashe

Perth Fashion Festival: Ae’lkemi by Alvin Fernandez

Perth Fashion Festival: Melanie Greensmith and Wheels & DollBaby

Update:  Jooveba will be showing at the 2010 Melbourne Fashion Festival!

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