G'Day, Sheila
“Sheila” is Australian outback slang for “girl” and, since Aug. 17, the name of a West Hollywood, Calif., boutique specializing in better contemporary Aussie fashions. But don’t think that the twin forces behind the store, Sunjoo and Unjoo Moon, are mere sheilas. These Sydney-bred women define the word “cosmopolitan.”
Unjoo, owner of 600-square-foot Sheila, is a Los Angeles–based film director and the wife of Dion Beebe, cinematographer for such films as “Chicago” and “Collateral,” starring Tom Cruise.
The stars of this boutique’s show are the designs of Parisbased Sunjoo, who spent the past 14 years working for top European design houses Cerruti, Missoni, Kenzo and Thierry Mugler. She debuted her namesake better contemporary line at Mercedes-Benz Australia Fashion Week in May.
“It’s always looking for a visual difference,” Sunjoo said of her collection.
Her continental patterns of dots and circles are sophisticated eye candy, and her dresses are influenced by the designs of classic surrealists, such as Man Ray and Jean Cocteau. She laser cuts the artists’ designs— Ray’s image of an eye, for example—into her silk dresses. The laser treatment eliminates the need to manufacture the garments with seams.
This boutique’s other goods provide a much more down-home Australian feeling. Swimwear by Zimmerman and beater T-shirts by Bonds, both of Sydney, are favorites of that country’s beach set. The store will introduce new designers each season.
Sheila’s sole investors are Unjoo Moon and Beebe. Australian expats, including Georgina Whitford, wife of The Wet Seal Inc. Chief Executive Officer Peter D. Whitford, packed the small space while listening to very American indie-rock hits, such as “Cannonball” by The Breeders.
Price points are $28 for the beaters, $155 for the swimwear, and $300 to $600 for Sunjoo’s dresses.
Sunjoo, who also runs a store in Paris, took note of Los Angeles’ unique style.
“It’s Dr. Jekyll and Mr. Hyde here,” she said. “Women are super-casual during the day, and they’re very dressed up at night. In Paris, what you wear to dinner is what you wear all day.” —Andrew Asch
