Joanie Clothing recently unveiled a collaboration with six-time Emmy-nominated actress Christina Hendricks. Featuring 12 heirloom dresses designed for elevated everyday style and adding a touch of sensuality to any occasion, this capsule collection reflects Hendricks’ glamorous and luxurious signature style.
Filled with elegant vintage prints, rich fabrics and silhouettes cut for curves, every dress in the Christina Hendricks x Joanie collection is designed to be worn and loved for years to come. Inspired by Hendricks’ love of vintage clothes and old Hollywood glamour, this collection skillfully marries the past and present, with vintage details inspired by Hendricks’ own closet, as well as the wonderful costume and fashion designers and tailors she has had the honor of working with throughout her career.
Lucy Gledhill, Joanie’s founder, described what it was like working with Hendricks:
“Christina Hendricks emanates beauty. It’s difficult to describe in a sensible way, but she genuinely glows. It’s not something I’ve ever witnessed before, but I can only describe it as old-fashioned Hollywood superstar power. It’s difficult to muster, but once you look beyond the flawless alabaster skin, glistening hair and showstopping curves, you’ll find someone really cool, too. Christina has an innate understanding of her body and what looks good on her. It’s a rare commodity indeed, but I believe Christina Hendricks to have the whole kit and caboodle—she’s what you’d call the full shebang.
“When I first manifested the idea of working with Christina Hendricks, I thought the collection was going to be a sassy line of sexy wiggle dresses. (Maybe I’d watched a little too much ‘Mad Men’? Maybe I’d conflated her too much with her character, Joan?) But, when I met Christina and we started working on the collection, I started to see a clever, creative, driven woman who was so keen to get involved—someone who was passionate about design, fittings, and so responsive about fabrics and textures, mixing colors and pairing different inspirations together. Christina is witty, well-traveled, and has impeccable taste, and her mind is chock-full of beautiful inspirations that we’ve translated into a capsule collection of frocks to make everyday dressing a little bit more special. When I visited Christina’s home, I think I began to understand her magic a little more. She’s an absolute magpie for nostalgia and just wild about whimsy.
“We used the same principle in our line of dresses—they are not traditional occasion gowns (because who gets to go to those sorts of events that often?), but they are dresses that elevate your everyday or enhance your weekend plans. They make you feel amazing because they are that little bit more special. They amplify the feeling of dressing up for the small stuff—of dressing up for you. Luxuriating in feeling that little bit more fancy.”
Every dress in this limited collection is named after an aromatic flower used in perfume making, chosen by Hendricks to reflect the feelings these fragrances evoke. Much like perfumes, Joanie dresses are designed with quality, originality, longevity and versatility in mind: This capsule collection of dresses looks to the future in its environmentally conscious fabrics, constructions and production methods.
Joanie’s entire range is made using more responsible materials, and the Christina Hendricks x Joanie collection is no exception. Every dress is made from more environmentally conscious fabrics, including heavyweight recycled polyester velvet, floaty responsibly sourced viscose chiffon and a rose jacquard fabric made with Lenzing EcoVero viscose fibers.
Joanie Clothing launched in October 2016, aiming to do things differently by creating fun and quirky styles that couldn’t be found on the high street. A love of nostalgic style is deeply rooted in everything the brand creates, taking the best bits of vintage clothing and reimagining them for the modern, everyday wearer.
As a female-fronted brand, Joanie’s goal has always been to champion women with their own individual style—those who don’t follow every trend, are sentimental about clothing and use fashion to express their personality. Their styles are created to stand the test of time, and this approach to design is what led Joanie to become a more environmentally conscious brand.
