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The 19-piece collection features iconography and illustrations from the Natural History Museum’s collections alongside familiar Joanie shapes and some new silhouettes.
November 1, 2023
Joanie Clothing has announced it is joining forces with the Natural History Museum again for a new collaborative collection. Their most recent collaboration, which launched last May, featured an 18-piece women’s collection.
Every item in the 19-piece collection is made from a responsible fabric and the product range has been designed in collaboration with the Natural History Museum with iconography and illustrations from its collections alongside familiar Joanie shapes and some new silhouettes.
“The Natural History Museum – it’s an absolute British institution, a nostalgic place in many people’s hearts,” says Lucy Gledhill, brand director, Joanie. “Whether they visited it as a child or have simply lusted after attending, having seen it on-screen in many a movie or documentary. 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 breath-taking. We took care to accurately reference this history in the blueprints used on our labelling and photography for the collection, a dream location for us to shoot in.
“Visit More Museums. It’s a great New Year’s resolution and part of a series of Joanie Jumpers that implore you to listen to your elders, ‘Read More Books,’ ‘Eat Your Greens.’ Come with us on a journey through time and space to the magical world of the Natural History Museum as we once again delve into the archives. We asked you, our loyal Joanie Gals and Guys, what you wanted us to seek out and see lovingly translated into astonishing all-over prints – and the answers came in droves. From fabulous fungi and macabre mushrooms to brilliantly British brambles and beautiful botanical blooms – our ‘fern’ favorites. The results are an autumnal feast for the mind, in a palette of fall colors, in all your favorite Joanie styles.”
“It has been such a joyful experience to collaborate once again with the team at Joanie, alongside the wider team at the Museum, to bring this third collection to life,” says Emma Russell, senior licensing manager, The Natural History Museum. “It’s been a privilege to welcome the Joanie team back to the Museum to discover hidden treasures amongst the art and rare book archives, resulting in a range of captivating prints and designs that will elevate autumnal wardrobes. We adore this new collection, and we hope that fans of both Joanie and the Museum will feel the same.”
Designed in collaboration with the Museum, including its library and archives teams, the limited collection takes inspiration from the Natural History Museum’s buildings and exhibitions. The range includes an array of retro styles, including Mina, a classic shirt dress featuring all-over cacti illustrations inspired by multiple sources within the Museum’s archives, including “Iconographie des Cactees” by Charles Antoine Lemaire.
The third collection is filled with designs based on some of the Museum’s most iconic, archival treasures. The Joanie Team wanted to replicate the feel of vintage gift shop souvenirs, and the range even includes four pairs of the best-selling Ernie Pyjamas, reimagined in prints inspired by the Museum’s collections.
The limited Natural History Museum x Joanie collection is available online exclusively at Joanieclothing.com.
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