Joanie X Sophia Rosemary - Blogger Collaboration Collection Launch

It's here! Our very first collaboration range has arrived: Joanie X Sophia Rosemary.

Designed in collaboration with style blogger Sophia Rosemary, the capsule collection of six graphic and slogan T-shirts perfectly reflects Sophia’s music culture and style inspirations across the ‘60s and ‘70s.

Read on to discover the inspiration behind each tee!

Brand Director, Lucy, on Sophia Rosemary:

“When we started planning our first influencer collaboration, there was only one woman for the job - one-time Team Joanie gal and all-round good egg, Sophia Rosemary! Sophia and I bonded over a shared love of Taylor Swift, Rod the God, quoting Pretty Woman and an ongoing commitment to reviewing award show gowns with real gusto. Whilst I no longer have the pleasure of sitting across from Sophia on a regular basis and have adjusted to the empty nest feeling that she left, I now feel so proud of her decision to spread her wings and make blogging her fulltime career. She has flourished; speaking passionately at events, attending exciting brand and product launches, reporting from festivals and award ceremonies - I can’t wait to see what the future holds for her.

Her legion of followers, me included, admire the innate understanding she has of her personal style; I especially love her witty musical puns and sassy retorts. She inspires many with the bravery she shows in discussing subjects that other style bloggers just wouldn’t touch - delivered with conscientious regard to the young women she influences. She pulls outfits together impeccably in a wearable, understandable way, with the eye of a magpie but without compromising her signature style - she would also look good in a bin bag!

Working on this range with Sophia was an absolute pleasure; she came in with some incredible concepts, ones that had very personal sentiments behind them, and we developed these into prints with love at their core. She has a strong grasp of design, colour and what people actuallywant to wear. In the immortal words of Ms. Vivienne, “We think you got a lot of potential, Kit De Luca, don’t let anybody tell you any different.”I hope the Joanie gals (and guys) love them as much as we do and I hope we get to do this again!” 

We sat down with Sophia to talk about her thoughts, feelings and influences behind the Joanie X Sophia Rosemary collection.

Sophia Rosemary, on her first design collaboration with Joanie:

“Slogan T-shirts have always played such a crucial part in my everyday style. They’re easy-wearing and a quickfire way to add a little bit of cool into any outfit. But for me, there is so much more to a graphic tee, they’re truly like wearing your heart on your sleeve; a slogan tee says a whole lot about who you are and who you want the world to see you as. Whether it’s a bold, brash or empowering statement, a quote from a film you love, a word that makes you smile, a much-loved lyric or wearing your favourite band like a badge of honour, a T-shirt speaks a thousand words and I guarantee most girls own one. With a pretty hefty, rather impressive collection of T-shirts already in my wardrobe, I’ve just always felt there were a still few designs missing! I’d find myself listening to a particular song or mid-conversation with a friend and thinking “that would make a cool T-shirt”. I decided to take matters into my own hands and make the designs actually happen! I wanted to design a selection of tees which likeminded girls could wear - a uniform for a gang everyone can join.

The decision to work with Joanie Clothing for me was an absolute no brainer! If you’ve followed my social media accounts or read my blog over the years, then you’ll know how much I adore this brand and I’m super proud to say that I once worked within their amazing team! As a brand, a lot of their core beliefs align directly with my own; they are approachable, inclusive, fun-loving and of course, lovers of all things nostalgic. On a more personal level, I just knew I would be in safe hands with their amazing design team whose tastes, in every aspect of the word, are so crazily similar to my own! From film, style icons and most importantly and closest to my heart, music. I felt confident in sharing my concepts and ideas, knowing they would 100% ‘get it’.

My initial thought process behind this range was to create a perfect collection of ‘vintage tees’ you just wish you could discover in a thrift store. I wanted each T-shirt to have its own individual story, like each one had started its life somewhere completely different - whether it be a gig, festival, as a holiday souvenir or at a club or society. It was important that music featured heavily in a number of the T-shirt designs as it’s played such an influential role in my own style and more importantly, I wanted them to be designs which make you smile!”

Lynne ‘Strange Magic’ Tee

“I think there’s a little ‘60s and ‘70s influence in all of these designs and the Lynne tee is no exception. I wanted to create a tee which could almost be the club uniform for a secret coven of amazing ladies (where in an ideal world Stevie Nicks is the ring leader, of course). Strange Magic by ELO is one of my favourite songs but it’s also a pair of words that I think work so perfectly well together! Your closest friends have the ability to bring out your strangeness and when a gang of girls are together, there’s definitely something a little magic. This T-shirt is definitely about embracing your quirks and in the wise instructions of Bowie, facing the strange.”

Lorna ‘Soul Shuffle’ Tee

“One of my first musical and favourite childhood memories is of me, sat in our living room at home with my mum as she listened to her old records! Northern Soul/Tamla Motown played such a big part in my childhood and I always admired my mum’s passion for it. I knew every song word for word and as I got a little older, my mum tried (and failed) to teach me the dance moves. I really wanted to play homage to Northern Soul for a number of reasons; it’s where my love of sixties and seventies first began, it went on to play such a hugely influential role in my life and most importantly, because I don't think there is a single person out there who was or is still a part of the Northern Soul dance scene who doesn't speak of it with absolute love and affection. It’s the complete definition of nostalgia.”

Thorlby ‘Hopeless Hearts Hotel’ Tee

“I’m a sucker for a tourist tee. I have this little thing that where ever I go in the world, I haveto track down the best, most kitsch T-shirt! One of my fondest memories is on a recent holiday to Lisbon with my best friend, going on a late-night search fuelled by margaritas for the perfect tee to add to my collection! This T-shirt is created in full appreciation of best friends - because I don't think there’s anywhere I couldn't go with mine.”

Joseph ‘You’re So Cool’ Tee

“I took one of my favourite films (Quentin Tarantino's True Romance) and three very simple words which sound so completely innocent and yet, kind of romantic together. In my humble opinion, “you’re so cool” is surely up there as one of the highest compliments you can pay someone! I wanted this tee to be like a love letter you secretly pass someone in class, or scrawl in the back of your teenage diary - or wear on a T-shirt for the world to see, as you do.”

Stewart ‘Ooh La La’ Tee

“Stewart is big and bold - it speaks for itself. This tee is an ode to the heartthrobs of the seventies and the ridiculously cool bands who have inspired my style. It most definitely should be worn with high waisted flares or platform heels - or on tour bus in 1973!”

Pep ‘The Moon’ Tarot Tee

“I’m a firm believer in the powers that be! When I was younger, I would go to have my tarot cards read if I was feeling particularly down or lost. It always felt like the light at the end of the tunnel and was a constant reminder to keep on pushing on! I chose ‘The Moon’ card for a few reasons and I’d be lying if one of them wasn't because it features dogs. Puppy love aside, The Moon is ruled by my star sign, Pisces and so I can vouch for its meaning as the card for dreamers. This card represents the unknown; all is not as it may seem and magic is very much at play… I’d like to think this tee would also sit very nicely in a magic gang of girls as an alternative to the Lynne tee.”

We hope you love the Joanie X Sophia Rosemary collection as much as we do! Please be sure to tag #JoanieXSophiaRosemary on Instagram!

Joanie x