Behind The Scenes With Christina Hendricks X Joanie

Posted On: 10th September 2025

Christina Hendricks X Joanie is here! Join us on a sensory journey filled with glamour, elegance and sensuality as we go behind the scenes to learn more about this highly anticipated collection…

Christina Hendricks X Joanie - Vetiver Foulard Print Smoking Jacket Midi Dress — Vetiver Foulard Print Smoking Jacket Midi Dress

We’re so excited to unveil our latest collection, designed in collaboration with style icon Christina Hendricks! This luxurious capsule of twelve heirloom dresses features vintage-inspired styles named after the heady scents of the aromatic flowers used in perfume making, and the feelings their fragrances evoke...

Spiced: Rich and exotic, with peppery notes that add a sense of heat or vibrancy to a hot date. Rich velvets that whisper 'come-hither,' and exotic prints that intrigue the viewer.

Floral: Feminine and romantic, evoking the sweetness of a vintage floral bouquet with delicate touches. Dresses for those days and nights when you wish to captivate with timeless sophistication.

Woody: Warm, earthy, and sometimes smoky notes. Dresses to seduce or be seduced in, over an Old Fashioned, to the smooth sounds of Jazz. Sensuality in swathes.

Fresh: Crisp, uplifting with citrus, alluring aquatics and green notes that exude elegance, and dance between the eras with an expression of femininity.

Christina Hendricks X Joanie - Lily Of The Valley Pressed Flowers Print Midi Dress

Much like perfumes, our clothes are designed with quality, originality, longevity, and versatility in mind, and this collection of dresses looks to the future in its environmentally conscious fabrics, constructions, and production methods.

Christina Hendricks X Joanie - Flowering Jasmine Mythical Beasts Print Maxi Dress — Flowering Jasmine Mythical Beasts Print Maxi Dress

The top notes of the collection include 1920s speakeasies, gentlemen’s smoking jackets, and 18th-century chinoiserie artworks - an eclectic magic carpet ride through time.

The heart notes - the ones that emerge after the top notes fade - are the second-discovery prints featuring mythical beasts, the literary themes woven throughout the narrative fabric of the collection, and the extra-special labels festooned with tassels, which we implore you to drape from door handles or use as bookmarks.

Orange Blossom Poppy Print Midi Shirt Dress, Flowering Jasmine Chintz Floral Print Maxi Dress

Most important are the base notes - the long-lasting notes that linger: the fabulous dress silhouettes cut for curves with thoughtful vintage-inspired details and an essence of old-school Hollywood glamour. Wear them time and time again with longevity and versatility. And, for just that little bit of extra magic, a sexy sillage (the trail of scent left behind) by a gal in a truly great dress…

Christina Hendricks emanates beauty. It’s difficult to describe in a sensible way, but she genuinely glows. It’s not something I’ve ever witnessed before, but I can only describe it as old-fashioned Hollywood superstar power. It’s difficult to muster, but once you look beyond the flawless alabaster skin, glistening hair and showstopping curves, you’ll find someone really cool, too. A wicked sense of humour, terrific taste in music and the arts - her sparkling personality and warmth make her particularly endearing - and as a grown-up goth gal, she definitely has something that resembles gumption!
Lucy, Joanie's Founder

About Christina…

Christina Hendricks was born in Knoxville, Tennessee, in 1975 to an American mother and an English father. Due to her father’s job, the family moved to Portland, then Idaho, where she completed her early school years. She was a regular at the school theatre group.

I had all these amazing friends through the theatre company. And it was a community that really respected theatre. The kids would put on a play, and the entire town would show. And you were cool if you were an actor.
Christina Hendricks

An avid reader, a young Christina fell in love with LM Montgomery’s ‘Anne Shirley’ (of Green Gables fame), citing the character’s famous flame-hued hair as the inspiration behind dying her naturally blonde hair red aged just nine years old, something that would quickly become her trademark look.

I was obsessed with the Canadian novel Anne of Green Gables. I decided I was Anne of Green Gables. There was something that spoke to me about her, and I wanted to have her beautiful red hair. So my mother said, "Let's just go to the drugstore and get one of those cover-the-grey rinses!" My hair was very blonde at the time, but it went carrot red - and I was over the moon. I went to school the next day and felt like myself. And then I went back to that colour over and over again. What a cool mom, right?
Christina Hendricks

Immortal Flower High Neck Velvet Maxi Dress, Bergamot Water Lily Border Print Midi Dress

After another move, the family settled in Fairfax, Virginia, where High School wasn’t quite so much fun, with teenage Christina being frequently bullied, becoming something of an outcast. Christina became a goth and took solace in ballet, theatre, music and reading.

After High School, Christina entered a competition to appear on the cover of Seventeen Magazine, resulting in her being signed to a model agency and moving to New York City at age 18. Christina travelled the world, modelling in England, Italy, and Japan before transitioning into acting in commercials.

Lily Of The Valley Pressed Flowers Print Midi Dress moodboard — Lily Of The Valley Pressed Flowers Print Midi Dress

Christina Hendricks X Joanie: The Inspirations

Inspired by Christina’s love of vintage clothes and Old Hollywood glamour, this collection skilfully marries the past and present, with vintage details inspired by Ms Hendricks’ own closet and the wonderful costume and fashion designers and tailors she’s had the honour of working with throughout her career.

Like her much-loved Anne of Green Gables, Christina embraces all facets of her identity: from the teenage goth-girl version of herself, to the eccentric theatre kid and, of course, the glamorous movie star, this collection reflects Christina’s ever-evolving personal style.

There's such a lot of different Annes in me. I sometimes think that is why I'm such a troublesome person. If I was just the one Anne it would be ever so much more comfortable, but then it wouldn't be half so interesting.
Anne Shirley, Anne of Green Gables

Wallflower Chinoiserie Floral Print Midi Tea Dress, Neroli Puff Sleeve Velvet Dress

As part of the design process, our founder, Lucy, sat down with Christina for a cup of tea (in a one-of-a-kind Mad Men mug) at her home in Los Angeles to discuss influences for the collection. Here’s what Christina had to say…

"From a very young age, I fell in love with fashion and understood it as a joyous and powerful tool of self-expression. I'm sure most women feel like there are many different ‘Me's’ inside them, and depending on the day or the event, they choose which ‘Me’ to present to the world.

I have always enjoyed choosing my character, if you will, for the day. I love that with clothes, we can very quickly, even with one glance, say, "I'm interesting. I'm creative. Get to know me." That, paired with the education on fitting and tailoring I earned from modelling and acting over the years, taught me that the proportions of a garment can make all the difference when making something feel high-end or luxurious.

With these ideas in mind, and inspired by some of my favourite fabrics, cuts, and colours in my own closet, we designed my first Joanie collection for you. It's a dream come true, and I hope women feel beautiful, interesting, and ultimately feel themselves in these dresses.

I was intrigued by the idea of working with Joanie because they represent all of these ideas as a brand. Joanie is a label for women who have lives filled with interests and hobbies, and they want to express that through their wardrobe. They want to find something more special, more creative, something more tailored to their inner selves. Joanie helps women accomplish that, and I feel proud that they asked me to contribute to that legacy.

Christina Hendricks X Joanie - Flowering Jasmine Chintz Floral Print Maxi Dress

When I first manifested the idea of working with Christina Hendricks, I thought the collection was going to be a sassy line of sexy wiggle dresses (maybe I’d watched a little too much Mad Men? Maybe I’d conflated her too much with her character, Joan?). But, when I met Christina and we started working on the collection, I started to see a clever, creative, driven woman who was so keen to get involved - someone who was passionate about design, fittings, and so responsive about fabrics and textures, mixing colours and pairing different inspirations together.

Lucy, Joanie’s Founder

Filled with rich, luxurious fabrics and second-discovery prints, this limited collection is designed to bring some glamour to your everyday wardrobe. From velvet and lace maxi dresses to button-down tea dresses and chinoiserie prints, every single style has been thoughtfully designed by Christina and the Joanie Team.

Christina is witty, well-travelled and has impeccable taste, and her mind is chock-full of beautiful inspirations that we’ve translated into a capsule collection of frocks to make everyday dressing a little bit more special. They make you feel amazing because they are that little bit more special. They amplify the feeling of dressing up for the small stuff - of dressing up for YOU! - Luxuriating in feeling that little bit more fancy.
Lucy, Joanie's Founder

Shop Christina Hendricks X Joanie now!

Christina Hendricks is an American actress best known for her role in the critically acclaimed television series Mad Men. She's also known for her roles in Good Girls, Toy Story 4, Tin Star, Drive, Lost River and Hacks. She is currently starring in Small Town, Big Story for Sky, The Buccaneers for Apple+, and Good American Family for Hulu.

Her breakthrough came with the role of Joan ‘Joanie’ Holloway in Mad Men, a smart, sassy head secretary at a New York advertising agency, Sterling Cooper, on Madison Avenue in the 1960s. The role earned her widespread recognition and numerous award nominations, including six Primetime Emmy Award nominations. She has also received numerous other accolades, including two Screen Actors Guild Awards and two Critics' Choice Awards.