Shona Joy Thatcher returned to her roots this week as the founder and director of the namesake label presented her latest collection at Afterpay Australian Fashion Week. Via a virtual experience led by sweeping panoramic images and slow motion shots, the beaches of Green Island in Manyana (Thatcher’s backyard) formed the runway as new season styles were brought to the fore. It was a sunny escape amid the first week of the Australian winter.
For 20 years, Shona Joy has become synonymous for its detailed craftsmanship, soft silhouettes and flirty separates. An advocate was transseasonal dressing, each piece in the Fall Winter 2021 collection is timeless. Yes, classic with an undone femininity. .
“The rawness of nature mirrors the fine feminine details, marshmallow colours, floaty fabrications and liquid satins,” the show notes read. “The attitude of the travellers are strong, natural, quiet and confident. She is grounded by nature, wind in her hair, barefoot in the Australian sun.”
There are signature pieces; mini dresses with voluminous skirts and floor-sweeping gowns. Soft tailoring, chunky outerwear and double denim are a celebrated addition.
“We look to nature and travel for a lot of our inspiration for colour and print,” Thatcher told GRAZIA. “Our collections embody a neutral colour palette and natural fabrications – always with a hint of signature 70s bohemian glamour and a touch of nostalgia. We don’t believe in disposable fashion, we design pieces that can be treasured as part of your wardrobe forever, and can transcend any season, occasion, day or evening and look just as glamorous in heels or bare feet.”
As with many local brands, Shona Joy is looking to give back to the community following a difficult and tumultuous 12 months. From the team’s work with Dress For Success, I=Change, Surfaid and more, AAFW was also a chance to reaffirm its brand goals.
“The past 12 months have provided us with the space to reflect on our growth and evolution as a brand over the past 20 years, and to clearly define our focus as a team,” Thatcher says. “Our mission is to grow a business that we can all be proud of, by giving back to the causes that we feel most connected to and ensure that we’re making responsible choices when it comes to the garments we produce, the materials we use and the processes we follow.”
In addition to developing a collection intended for good, the pieces are constructed using an eco-conscious version using a new fabrication called LENZING™ to replace Viscose. It is described by Thatcher as “a luxurious and sustainable alternative.”
“We believe in creating beautifully made, classic pieces, with a focus on growing our use of natural fibres and transitioning to more sustainable fabrications.”
Following the ever-growing “see-now buy-now” runway platform, the collection is now available on the Shona Joy website.