Spotlight On You: Behind The Scenes Of Our Icons Shoot

You are our icons! Our latest shoot features amazing Joanie Gals from different walks of life, modelling some of our favourite pieces. Come with us for a peek behind the scenes on the day and learn more about the women that made this shoot so special!

One of the things we value most at Joanie is inclusivity: the community of Joanie Gals we’ve built over the last (almost) eight years includes so many diverse and inspiring women, and we wanted to do something to highlight them!

We reached out to our customers on Instagram at the end of 2023, and we received over 1000 submissions from real life Joanie Gals who wanted to get involved with our first ever customer-focused campaign.

For me, being involved in the process from the very start, when we first put out our casting call, has been a real privilege. We had hundreds of submissions, and it was fantastic to put faces to the names of our loyal followers and hear a little more about them! The hardest part was selecting our final group of Joanie Gals for this campaign. But we are confident that Aja, Caprice, Jo, Katherine, Lauren, Linda, Sarah, and Rakel are all a superb representation of our beautiful community.

After a lot of preparation, when the day of the photoshoot finally came around, there was a buzz of positivity in the air. It was our mission to treat these lovely ladies and give them a day to remember! It was amazing to get to know these incredible women and hear about their lives. The content we created was so special, and we hope it really does show that, as a brand, we do it all for you – our customers! You are our icons!

Liv, Marketing Manager

Meet Our Icons

From the outset, we knew we wanted to feature Joanie Gals from as many different backgrounds as possible, and we’ve been delighted to embrace this fantastic group of eight iconic women. Every single one of them has their own distinct identity and personal style, and seeing them come together in some of our most-loved styles was an absolute dream come true for the team.

Meet Aja

Aja is 44 years old and a Gemini, and her fashion icon is Janis Joplin.

Fun fact: “I homeschool four kids - and I think I learn more than them!”

Aja wears a UK size 8-10.

Meet Caprice

Caprice is 34 years old and a Gemini, and her favourite book is Girl, Woman, Other by Bernadine Evaristo.

Fun fact: “I was invited to 10 Downing Street for their LGBTQIA+ pride event! Also, I was rejected from X Factor - TWICE.”

Caprice wears a UK size 16.

Meet Jo

Jo is 48 years old and a Leo, and her favourite song is Proud Mary by Tina Turner.

Fun fact: “I walked the catwalk NAKED (with only my body painted) for Sophie Tea Art!”

Jo wears a UK size 18.

Meet Katherine

Katherine is 38 and a pisces, and her favourite book is Blue Light of the Screen by Claire Cronin.

Her fashion icon is Florence Welch, and her favourite colour is black, or sometimes emerald green!

Katherine wears a UK size 18.

Meet Lauren

Lauren is 34, her favourite colour is blue, and her favourite food is sushi.

Fun fact: “I have twin boys!”

Lauren wears a UK size 8-10.

Meet Linda

Linda is 64 and a cancer, and her fashion icon is Vivienne Westwood.

Fun fact: “I’ve just finished my degree with the Open University and taken up tai chi!”

Linda wears a UK size 14.

Meet Rakel

Rakel is 33 and a scorpio, and her favourite book is High Fidelity by Nick Hornby.

Fun fact: “I have spent over 400 hours in EACH Switch Pokemon game! I love shiny hunting.”

Rakel wears a UK size 22-24.

Meet Sarah

Sarah is 40 and a pisces, and her fashion icon is Jane Birkin.

Her favourite song is Crazy Love by Van Morrison - “I walked down the aisle to this, so it’s a very special song for me!”

Sarah wears a UK size 12.

Working on this campaign has been amazing for everyone involved - we hope you love it as much as we all do! Discover the Spotlight On You edit online now.