Our latest collection is an ode cafécore style and the simple pleasure of visiting your favourite coffee shop. Based loosely around a design concept we like to call ‘intentional dressing for non-occasions’ - put simply, the times when you put a little more effort into your outfit, but just for you, just for fun!
Okay - you might only be getting a cuppa, but there’s nothing stopping you from looking dang cute whilst drinking it! We asked our Founder, Lucy, for some notes on our New In...

All Dressed Up With Nowhere To Go?
With the party season firmly put to bed for another year, as we begin to emerge from our betwixmas cocoon filled in equal parts with optimism and good intentions for the new year ahead (but also dread of the longest, coldest month on record in our midst...), we need something new to keep those pesky January blues at bay.
Introducing: 'non-occasion.' Perhaps it’s a solo trip to a café for a self-indulgent premium cup of coffee (not overly extravagant, but still a little treat - it is January after all!), or maybe you’re simply meeting some friends for a stroll or walking the dog. It’s all about those uncomplicated, low-key events that keep us trucking towards spring.
Enter, our BrunchClub collection!
Cafécore Style
In it's purest form, CaféCore style is an interior décor trend. Essentially, it’s all about replicating the feel of your favourite café in your own home.
It’s about taking time to savour it, curating the experience to appeal to all of the senses: a great smelling scented candle, a cool playlist to create ambiance, a mug that fills and fits your hands, a soft comfy chair to enjoy it from, and the cosiness of a café setting that invites conversation with friends and strangers alike.
Think about it this way - a good brew always tastes better out of a great mug! The way it looks and feels only elevates and improves the experience.
Our goal with this cafécore style BrunchClub collection was to bring all of these same feelings to your wardrobe. Cosy, warm, soft, comfortable, cheerful, conversation-starting clothes with charm.
The only January blues we want are made from denim!

Espresso yourself in our new 1970s Japanese Floral print, inspired by a piece of packaging I found in a junk shop in Tokyo years ago. The teal coloured ground is calming, but makes the retro flowers really pop and realise that much needed dopamine!
We’ve used this same design across a range of new shapes and Joanie favourites, including our customers favourite jumpsuit, Mork, and a lovely brushed cotton jersey shirtdress, Spencer.
We’ve applied the same pattern, but in a supersized version, as a knit intarsia in THE softest, cosiest yarn to a sweater shape, Jude, which has a more relaxed, comfier, oversized fit that is indulgently warm.
Then there’s Shiloh, an absolute conversation-starting sweater if ever we saw one! Again, a bigger, bum-covering shape with larger, more abstract floral shapes in an organic cotton knit with an inviting natural feeling handle.

Jada looks the business, and she has secret powers… Her brushed cotton jersey fabric is velvety soft with just the right about of cling that feels like a warm hug. Not a tight uncomfortable squeeze, just the right amount.
She has deep pockets that envelop your hands and make you want to do a little dance when you find them. She’s your simple little black (or teal) shirt dress, but with a charming embroidered collar that does the talking for you - it’s the ‘ooooh that’s nice’ detail to an otherwise staple shape.

Our fun printed brushed jersey midi dress, Heath, and denim darling Maribelle dress are both about ‘one and done’ dressing - i.e., warm enough to wear on their own without having to think too much!
Find a pair of tights, a vest if it’s a colder day (tuck it in if you don’t like a draft!), and pair with a sturdy pair of boots that you can trudge around in all day, whatever the weather might bring. A dressier alternative to jeans and a jumper. Add a cardi for those of you who run cooler!

New Year, New Rules.
Karl Lagerfeld once described sweatpants as ‘a sign of defeat,’ but by the end of last year, I think most of us were ready for some sweat pant time!
At Joanie we’ve always been about making everyday dressing a little more fun, and we are absolutely ready to get back to doing just that. Remember to shop your own wardrobe first - January is long month, and the principles of this collection can be applied to things you already have, too.
Here are some resolution ideas to elevate your everyday… and help make January a little shorter!
- Dress up for the small stuff, celebrate the non-occasions!
- Resist the path of least resistance, loungewear is not always the answer.
- Think about all of your senses, stimulate them!
- Layer like a pro. Whether your personal thermostat runs hot or cold, thin layers of natural fibres work best. Think Goldilocks - you’ll never look or feel good if you’re too hot or too cold, you need to be ‘just right’ for you.
- Brighter colours stimulate happy thoughts. Dopamine dressing is based on science, remember!

- Dress for your mood. If you wanna wear black, wear black!
- Choose soft, sensory stimulating fabrics with soothing, comfortable finishes that relax the senses. If your clothes feel good, you will too!
- Switch to an eco-friendly washing liquid that has essential oils, or spray on your favourite perfume that evokes great memories. These will warm up with you and release their scent throughout the day for bursts of fragrance and joy.
- Play music that matches your mood as you’re getting dressed and inspire your outfit.
- Iron it! Your clothes will look and fit better with a quick steam press to release the creases. I’d even bet that ironing will widen your choices of things you already own but haven’t worn as much as it requires a bit more effort. It IS worth the effort!
- Wear comfortable shoes. Pain is definitely not gain in this department!
Discover our latest collection online now!