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I've been a loyal Joanie Clothing customer for about a year now, when I first spied people on Instagram posting these amazing embroidered jumpers that came in at under £30 a pop. Since then, the brand has gone from strength to strength, with their vintage-inspired line gracing every blogger from Aberdeen to Ashby-de-la-Zouch. A look on their #JoanieGal hashtag shows just what a sweet spot they've hit upon - kitsch, retro clothing that fits a wider variety of sizes than the regular high street and that are actually designed to flatter everyone, not just the mannequins. Regularly using real fans rather than models, the brand has even launched its own wedding shop. The Joanie takeover is coming - get on board.
Who’s your dream customer?
What five words sum up your brand?
Pretty clothes for Nostalgic Souls
What’s your favourite piece from the collection?
The Lada Go Go Girls Club tee, coming soon...
What inspired you to start the brand?
Not being able to buy beautiful true vintage clothes in a size that fit, it seems everyone’s waists were sooooo tiny in the 50’s and 60’s! We wanted to take the gorgeous shapes and prints of the golden days make them available again for all sizes. We feel more connected with the fashions of the past than today’s throw away trends, we were born in the wrong era!
What have you got in the pipeline?
1940’s inspired tea dresses in beautiful prints that you can throw on with a pair of black tights and feel instantly done! Lots more fun slogan tees and knits. There are whispers of a shoe line….
Where does the name come from?
Our name is borrowed from our designer’s Great Aunt Joanie; a glamorous lady who tapped and twirled her way through the fifties and sixties. She was always well-turned out with perfectly coiffed red hair and to this day Aunty Joan enjoys nothing more than a spin around a dance floor, a good old natter with the gals, a good cuppa tea and a piece of cake.