Joanie launches ‘heirloom dresses’ in collaboration with Christina Hendricks
‘Future vintage’ British womenswear brand Joanie has launched a 12-piece collection of ‘heirloom dresses’ in collaboration with six-time Emmy Award nominated actress Christina Hendricks, who shot to fame in 60s period drama ‘Mad Men’.
The collection is described as “reflecting Christina’s glamorous and luxurious style”, inspired by her love of vintage clothes and taking design details from pieces in her own wardrobe, as well as costumes she has worn on screen.
From ‘Vetiver’, a foulard printed tie-front midi dress designed to look like a vintage 1920s smoking jacket, to ‘Immortal Flower’, a velvet and polka dot mesh maxi dress, the entire collection is “steeped in old Hollywood glamour”.
A standout piece is ‘Neroli’, a structured velvet puff sleeve dress available in dark green and “Joan Holloway-inspired scarlet red”, perfect for the party season ahead.
Joanie founder Lucy Gledhill, who launched the brand in 2016 “inspired by her great aunt Joanie”, said: “Christina is an absolute magpie for nostalgia, and just wild about whimsy. She makes you wonder, ‘why have the everyday version, when you can have a fancy one?
“We used the same principle in our line of dresses - they are not traditional occasion gowns, they are dresses that elevate your everyday and 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.”
Hendricks added: “Inspired by some of my favourite fabrics, cuts and colours in my own closest, we designed my first Joanie collection. It’s a dream come true, and I hope women feel beautiful, interesting and ultimately themselves in these dresses. I feel proud that they asked me to contribute to their legacy.”
In line with Joanie’s design ethos of using responsible materials, every dress in the Christina Hendricks X Joanie collection, now available on the brand’s website in UK sizes 8-26 (with all dresses priced at £129), is made from “environmentally conscious” fabrics, including heavyweight recycled polyester velvet and responsibly sourced viscose chiffon.
