The inspiration behind the 03'24 collection, appropriately named 'Home,' traces back to two significant photos discovered in our family archives. One features our old family farm, while the other showcases my grandmother Josephine, great aunt, and great grandmother Lucy. Recently spending more time in the Hokianga, my family's place of origin, I felt compelled to draw inspiration from this meaningful location that holds profound importance in my life.
Reconnecting with this part of New Zealand after spending a decade away in Australia has been particularly special. The Hokianga, a beautiful place surrounded by greenery, rich-toned plants, and flowers, is centred around the harbour. It's a place where my family grew up, shared stories and memories, and laid a foundation for future generations. Reconnecting and spending time with locals, sharing stories of my family members and history, has been an honour.
After residing in the city for so long, I found it refreshing to recharge and enjoy the quiet life of the far north.
When designing the 03’24 collection, I wanted to encapsulate the essence of why I started the brand and its core. I aimed to infuse pronounced meaning into the backstory and connect with our upcoming first pop-up store, a significant event in itself. The store will be designed to feel comfortable, a safe space, natural, and calming, aligning perfectly with the beautiful, special, and meaningful story and essence of Josephine’s third range, 'Home.'
Representing the far north, the colours within the range are rich, warm earthy tones with a highlight of pink, reminiscent of sunsets and autumn nature throughout the region.
For the photoshoot, logistical constraints made it impractical to shoot in the far north. Fortunately, Long Bay Auckland stepped in as the ideal alternative location. The session seamlessly integrated diverse elements of this picturesque locale, featuring wetlands, farm areas, coastal landscapes, and historical New Zealand buildings, effectively weaving together the complete narrative.
We had the pleasure of collaborating with the lovely Ava, our featured talent for the shoot. With a commitment to capturing the genuine essence of our narrative, we intentionally decided against incorporating hair styling and makeup. Our objective was to emphasise Ava's natural beauty. The intention behind removing hair styling and makeup was to present Ava authentically, in a raw and unaltered state, allowing her inherent charm to shine through. This decision reflects our commitment to presenting an authentic and relatable perspective within the world of fashion.
This range holds special significance for me, with its unique essence and history. I look forward to hearing your feedback and hope you love the range as much as I do!
Lucy
xx
