Designer Notes: Why I Design with Intention

I’ve never been drawn to fast fashion or fleeting trends. What matters most to me is how a garment lives with you, how it finds that special place in your wardrobe, and becomes something you reach for again and again.

That’s why I design with intention. Every piece starts with a clear purpose. From the fabric choice, to the design, to the production, every detail is thoughtfully considered.
At Josephine, we use only natural fabrics, craft timeless silhouettes, and add a subtle quirk that makes each piece uniquely Josephine.
Our colour palettes reflect this same timelessness and uniqueness. They’re classic at their core, with gentle pops of colour and custom stripes designed to complement the pieces you already own and love.

I don’t believe in rushing collections or chasing what’s “in.” Why blend in when you can stand out? I want Josephine to offer truly special pieces — garments that endure and remain timeless, like those treasured items from our nana’s wardrobe, kept safe for decades and loved across generations.

With 14 years of industry experience behind me, I understand the value of carefully crafted garments, responsible manufacturing, timeless design, and natural fabrications.
Josephine is a true reflection of this knowledge and passion.

If you own a Josephine piece, thank you! You’re wearing something made with care, from start to finish.

🤍
Lucy
Founder & Designer