In the realm of fashion, every thread woven, fabric chosen, and design decision made contributes to a larger narrative crafted by the hands of our Founder + Creative Director, Lucy. Recently, we had the privilege of sitting down with Lucy, the visionary behind Josephine. In this blog post, we're thrilled to share our firsthand encounter, delving into the driving force that shapes the distinctive identity of Josephine.
Lucy's journey began after completing her Bachelor of Design in Fashion at Auckland University of Technology in New Zealand. Her courage led her to Melbourne, one of the world's fashion capitals, where she gained invaluable experience and charted her path. With over a decade in the industry, including significant time in Melbourne, Lucy's journey took her from a workroom assistant to Senior Designer for esteemed Australian and New Zealand brands.
Having returned to New Zealand a couple of years ago, Lucy is now based in the Far North fully immersed in her latest endeavour - the launch of her own label, Josephine.
Q: Could you guide us through your design process when creating a collection?
Lucy: My typical process begins with trend research. I look to major international fashion labels for trendsetting inspiration. Next, I delve into fabric sourcing – an exciting phase with numerous innovative fabric technologies to explore. Hand sketching follows, where creativity knows no bounds. It's truly an opportunity for creativity to flow. Refining sketches comes next, narrowing down the best ideas. These are then translated into Adobe Illustrator, where colours, prints, and design details are refined. Once I'm satisfied, the production process starts.
The design process is an inspiring process, it’s where all the magic happens!
Q: How do you approach generating new ideas and brainstorming?
Lucy: My process is very free-flowing. I permit myself "Design block" days – days when creativity isn't flowing naturally. I don't force it; instead, I surround myself with new fabrics and exciting research to ignite the creative spark, and when I am feeling inspired, I start to design.
Exercise and mindfulness are essential too; they reset my mind for free-flowing, pressure-free ideas.
Q: What stands out as the highlight of your career thus far?
Lucy: There have been many many highlights throughout my career, but two in particular stand out. Firstly, meeting remarkable individuals along my journey has been a profound highlight. I've made lifelong friends who provide advice, laughter, and shared memories to this day. Starting Josephine stands out as another major highlight. It was a very bold move, but incredibly rewarding. The journey has been challenging yet fulfilling, offering creative freedom and a work-life balance. The journey has only just begun, so I have not doubt there will be many more highlights to come.
Q: Are there specific designers who influence your work?
Lucy: I'm drawn to the brand Tibi. Amy Smilovic's authenticity and natural approach to design inspire me. Her dreamy designs and the way she leads her brand are truly inspirational.
Check out Tibi on Instagram!
Q: How would you describe your signature style?
Lucy: Oversized is my signature style, evident in both my personal fashion and design aesthetic. An oversized piece is a must in my daily outfits and collections.
Q: Do you incorporate recurring themes or elements into your designs?
Lucy: Attention to detail is a recurring theme. Each design boasts a unique detail, whether it's a curated seam or a special button. Every element has a purpose and is meticulously thought through.
Q: How do you balance artistic designs with practical wearability?
Lucy: Finding this balance is an evolving journey. It's impossible to get every collection design perfectly right. Embracing both successes and lessons is essential. Challenges lead to growth, helping me refine the balance between artistic innovation and wearability.
Anyone who has worked with me previously can tell you, I have a tendency to go bold with my designs, I need to be reigned in sometimes.
One thing I always revert back to, to help guide me in the right direction, is to always ask the simple question, “will a wide range of customers wear this?”.
Q: Could you share an example of a design where this balance was challenging?
Lucy: From my latest collection, the Ultimate Bomber posed a challenge. Striking a balance between relaxed, oversized style while offering freshness into a staple silhouette demanded careful consideration.
During this process I kept coming back to the above question “will a wide range of customers wear this?”. After multiple drawings, developments and refinement, I am happy with where the final design of the Ultimate Bomber landed. I think it has the perfect balance.
Q: Could you describe your personal fashion style?
Lucy: My style has changed over the years. Nowadays, I'm more deliberate about what I buy, making sure it has a purpose within my wardrobe. I enjoy finding items that are a bit distinctive and unique. Oversized clothing is something I'm drawn to – an oversized shirt, for instance, can instantly enhance any outfit. I'd describe my personal style as a mix of casual ease with a touch of sophistication and quirk, very much in line with the Josephine aesthetic.
Q: How did you come up with the name Josephine?
Lucy: There were numerous discussions back and forth while attempting to finalise a name. Then, in the middle of a night, it struck me: Josephine! This is my grandmother's first name, though she rarely goes by it. It encapsulated precisely the essence I sought to convey through Josephine: a blend of sophistication with a touch of quirk.
Q: Where do you hope to see Josephine in the near future?
Lucy: I envision a bright future for Josephine! My aspirations include establishing strong brand recognition and witnessing empowered, remarkable women worldwide embracing Josephine's apparel.
Sustainability is a key focus that will remain integral to our company's growth and evolution. We've already introduced sustainable practices at Josephine, such as eco-friendly labelling and conscious fabric selections to name a few. However, like any endeavour, there's always room for improvement. I am committed to advancing our sustainability efforts on this ever-evolving journey, ensuring our commitment to the planet and our community remains unwavering.
In addition, I have a vision of nurturing a dynamic and talented team that will lead the brand towards greater heights. Collaboratively, we will steer Josephine towards larger and more significant achievements.
