Some people like to occupy their time by Googling photos of cats – others, like Leona Edmiston, have turned that pastime into a lucrative side business.
The fashion designer, renowned as the Australian version of Diane von Furstenberg for her versatile and chic wrap dresses, has collaborated with Fancy Feast in order to dip her toe in the water of the lifestyle and homewares pool.
Following in Eva Longoria's footsteps by spruiking wet cat food, Edmiston has designed "a premium collection of bespoke limited edition accessories for cats and their owners".
"It's a great fun idea, I'm so into anything about the home," she said.
"It's been a dream of mine for a long time to design homewares and, down the track maybe, to put these into a range."
Edmiston has designed and developed printed collars, a "premium" cat bed, throw pillows, "elegant" food bowls and "a silk scarf for cat lovers to enjoy".
She has incorporated the same prints she has used in her latest spring-summer collection but buyers of her dresses need not be worried that they'll be showed up by Grumpy Cat at brunch, only "devoted shoppers" will be able to get their paws on the range should they buy enough of the tinned goods.
"The collection has been created to both delight and reward cat owners," the cat food's Australian head of marketing Nathan Hill said. "Leona brings an effortless sophistication to all her designs. Much like Fancy Feast, Leona's designs are premium but remain accessible."
To those who think a cat range means the designer has jumped the shark, Edmiston says she is consistently approached by a variety of brands to work together.
"It's not a great leap, our ladies are already really into the home and lifestyle things," she said. "I'd probably expand into a pet wear range but only with a partner, I would need someone who knew that world."
It's the cautious approach which is why, after nearly 30 years in business Edmiston is still the sole, successful operator of her empire while her peers court investors or fold.
"The fashion industry has changed so much, just in the last two years alone, you have to always be evolving and looking to the next new thing to stay ahead."