Natural History Museum Launches Womenswear Collection with Joanie

For the second time, the Natural History Museum has joined forces with womenswear clothing brand, Joanie, to deliver an 18-piece limited-edition range that the Museum’s collections have inspired.

The team at Joanie has again looked to the Museum’s archives and created a new collection featuring coral, dinosaurs, meteorites, insects and shells. The line includes classic Joanie shapes and silhouettes, each made from a sustainable fabric blend.

“We are absolutely delighted to build on our relationship with the team at Joanie,” says Maxine Lister, head, licensing, Natural History Museum. “We are in awe of their creativity and ability to create such beautiful prints that reflect the natural world in such a fun and unique way. As Joanie gals ourselves, the wider Museum team loves working with Joanie to find new specimens and artworks to inspire the next design. We also love their continued commitment to adopting sustainable fabrics and practices. This new collection is perfectly curated for summer, and we cannot wait for Joanie fans to see it.”

“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 breathtaking. We took care to accurately reference this history in the blueprints used on our labeling and photography for the collection, a dream location for us to shoot in.

“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 the Museum. We trawled through the archives to fulfill our brief of creating a collection of vintage-inspired clothing for modern women, and I really think we managed it!”