We’ve joined forces with the iconic Natural History Museum to create a retro collection inspired by vintage gift shop souvenirs and the Museum’s extensive heritage, and we can’t wait for you to see it!

The brand new Natural History Museum X Joanie collection is finally here! We’ve been working hard behind the scenes to produce this range in partnership with the Natural History Museum, featuring iconography and illustrations from their fantastic collections alongside classic Joanie shapes and some brand-new silhouettes.

We’re taking you behind the scenes at the Natural History Museum X Joanie shoot, where we were lucky enough to be able to photograph the collection inside the incredible Museum at night!

Natural History Museum X Joanie - Hope Whale Knit Jumper

Shooting the collection in the Museum’s iconic Hintze Hall was a real dream come true for the Joanie team. Having to wait until nighttime when all of the visitors had left gave the shoot an enchanted feel - it really did feel like artefacts on display were about to spring to life!

The Hope Whale Knit Jumper is named after Hope, the blue whale skeleton that is currently on display in Hintze Hall. Being able to photograph the finished knitwear so close to such an inspiring and iconic Natural History Museum display really made us feel like the collection had come full circle!

We wanted the collection to play like a ‘Greatest Hits’ album by the Natural History Museum. We visited the galleries and library (and the gift shop) to try to understand what it was that people really loved about it.

Lucy, Brand Director

Shooting the collection took most of the night, but being able to walk around the Museum while it was closed to the public was a really special, once-in-a-lifetime experience. Running down the stairs in Hintze Hall while it was empty felt like a dream, and we even heard knocking on one of the doors that a security guard said was the NHM’s resident ghost!

[It’s] a genuinely awe-inspiring place, where the architecture alone brings a quiet sense of wonder, a quality the likes of will never be seen again. The attention to detail and workmanship that went into designing the ‘Cathedral to Nature’ is simply breathtaking. We took care to accurately reference this history in the blueprints used on our labelling and photography for the collection - it was a dream location for us to shoot in.

Lucy, Brand Director
Natural History Museum X Joanie - Anneka Whale Print Boilersuit

Sustainability is something that has always been at the heart of the Museum's mission, and we were careful to ensure that every single item in the NHM X Joanie range is made from a sustainable fabric blend, including organic cotton, LENZING™ ECOVERO™ viscose, and Livaeco™ Viscose!

The NHM really are at the forefront of sustainable working practices, preserving our planet and ALL of its residents for generations to come. This collection reaches into the past for its inspiration but looks to the future for its greener footprint. It’s produced in sustainable fabrics and forward-thinking trims - even the buttons are made from nuts!

Lucy, Brand Director

The NHM X Joanie collection is full of cosy knitwear, heavyweight boilersuits, and practical pieces designed with autumn and winter dressing in mind. The shoot itself, however, took place on one of the hottest days of the year! As you can imagine, shooting knitwear in temperatures of over 35°C was a challenge, especially in a great hall with a glass roof.

Natural History Museum X Joanie - Hope Whale Knit Jumper, Natural History Museum X Joanie - Anneka Whale Print Boilersuit

The team pulled it off, though, and we couldn’t be more excited to share the collection with you! We’re so proud to be an official licensing partner of the Natural History Museum and to support the fantastic research and archivism that they do.

The entire 18-piece Natural History Museum X Joanie range is available to shop online now!