DSO: We’re so excited to be launching Joslin at Mode Sportif. Tell us a bit about how the brand came to fruition
EJ: Joslin was built on a foundation of event wear and separates made solely from natural fibres and minimalist styling with feminine and ornate detailing, something I couldn't personally find in the market.
I knew I wanted to create small runs of clothing and designs that hold onto their value for many years, and almost four years later, we have stayed true to this concept.
I launched my label in October 2018 with a capsule collection of linen dresses, sets, and separates made entirely from linen batiste and ramie organdy, in a colour palette of only black, navy, and natural white. Many of the designs from my debut collection are still best sellers four years later, a true testament to Joslin's design philosophy.
DSO: We love that Joslin is designed around seasonless collections and traditional techniques. Can you tell us more about your approach to fashion?
EJ: A garment has a manufacturing lifecycle of over twelve months to design, develop and produce, with significant cost to the environment. Joslin values tran-seasonal and enduring design elements to give garments longevity, believing that no garment is designed for single-use.
Joslin values qualities such as traditional detailing, natural fabrications, and minimalism. In every Joslin garment, you will discover signature detailing and multiple ways to style your garment. Collections present timeless colour palettes of black, white, and neutrals that can be enjoyed in your wardrobe for many years to come. The use of 'pop colour' is carefully considered to ensure it will be well worn.
Joslin is inclusively designed for women of all ages and body shapes.
Our collections are not defined by seasons that become obsolete after three months due to traditional fashion calendars, I ensure that every collection includes pieces for every season of the year.
DSO: What elements of your personal style are reflected in the collection?
EJ: My personal style is a lot more minimalist, and casual compared to the styling of Joslin. I have a very neutral wardrobe, and I don't wear any prints or bright colours. Many of the garments I wear I have owned for five or more years, and they mix and match with the newer pieces I own from Joslin.
My personal style has balanced out the very ornate details of Joslin. I design with mostly a neutral colour palette and offer bright colour in solid form only. Almost all pieces from Joslin are incredibly detailed and intricate. If the collection were overly coloured, with heavy print use, it would be very 'over the top'; we use many ruffles and bows! The predominantly neutral tones balance well with the complex detailing.
DSO: What is your favourite piece from the Mode Edit? How would you style it?
EJ: The Sakura Organic Cotton Midi Dress in Earth.
I can see this beautiful garment being worn for years to come; it is so timeless.
I will style it with a flat neutral sandal and a raffia bag. It is the perfect dress for day time events, whether it is a casual business meeting or special lunch out.