From an idea first sparked in December 2015, Joanie was born out of a desire to create vintage-inspired style for the modern wardrobe, with fun, flirtation and femininity at its heart.
Our brand is inspired by our Designer’s Great Aunt, Joanie; a glamorous woman who tapped and twirled her way through the fifties and sixties. She was always well-turned out with perfectly coiffed red hair and to this day, Joanie enjoys nothing more than an afternoon of tea dancing, indulging in high tea with friends, and an ice cold glass of ginger beer.
We’re passionate about making beautiful clothes, lovingly fashioned with a pinch of playfulness, a splash of quirkiness and a healthy dose of nostalgia. Whatever the occasion, our girl exudes an undeniable, effortlessly cool aesthetic and stands out from the crowd without making noise.
The quintessential Joanie gal is quietly confident, witty and full of wonder – with an infectious fervour for life’s little pleasures. She wears her heart on her sleeve, is loyal to the end and prides herself on being a great friend.
Believing that our look is for every body, Joanie’s pieces are always available in sizes 8-22. We are inclusive, not exclusive and celebrate individuals who know their own style; bringing them together as a united community where everyone is welcome.
As a brand, we’re inspired by decades past and life’s surprising details; whether it be an intricate print on a china tea set, pretty embroidery on a collar or the pastel washed houses lining sea front villages on the Italian Riviera.
Joanie delivers the perfect antidote to run-of-the-mill fashion with a fun, youthful take on the vintage look, underpinned by timeless feminine silhouettes. With ranges of stand-out dresses, printed tops, cute skirts, novelty knits and unique accessories dropping regularly online, there’s always something new to be captivated by and covet. As Great Aunt Joanie would say, “that’s champion!”