Our Story.

Welcome to Josephine The Label.
Where sustainable fashion meets timeless elegance. As a premier New Zealand designer clothing brand, we take pride in creating stunning women's apparel that embodies style, sophistication, and eco-consciousness. Each piece in our collection is thoughtfully designed and carefully crafted to empower women while respecting the environment.

Founded in 2023 by designer Lucy Maxwell, Josephine is the realisation of her dream, nurtured by a wealth of experience in the fashion industry. Lucy's journey began humbly as a workroom assistant and steadily progressed to becoming a senior designer for renowned Australian and New Zealand labels. This extensive experience and unyielding passion form the very essence of Josephine.

Our brand ethos blends sophistication with a touch of quirk, creating timeless pieces that exude confidence, individuality, and modernity. At Josephine, we are committed to sustainable fashion that goes beyond trends. By blending modern aesthetics with responsible practices, every garment reflects our dedication to quality and sustainability. From sourcing premium materials to producing in small, mindful batches, we are redefining women’s fashion in NZ and beyond.

Josephine draws inspiration from New Zealand’s natural beauty and innovative spirit to create versatile pieces for every occasion. Whether dressing for work, an evening out, or a casual weekend, our designs combine comfort, functionality, and elegance, helping you make a statement wherever you go.

Discover Josephine The Label today – a progressive and contemporary women’s wear brand redefining wardrobes with timeless style and a commitment to sustainability.