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Joanie Clothing makes it a hat trick with Natural History Museum

Joanie Clothing is joining forces with the Natural History Museum for its third collaborative collection.

Every item in the 19-piece collection is made from a responsible fabric, including organic cotton and LENZING ECOVERO viscose.

The product range has been designed in collaboration with the Natural History Museum and features iconography and illustrations from its collections alongside familiar Joanie shapes and some brand-new silhouettes.

“Visit More Museums! It’s a great New Year’s resolution and part of a series of Joanie Jumpers that implore you to listen to your elders… ‘Read More Books,’ ‘Eat Your Greens.’ Come with us on a journey through time and space to the magical world of the Natural History Museum as we once again delve into the archives,” commented Lucy Gledhill, brand director at Joanie. “We asked you, our loyal Joanie Gals and Guys, what you wanted us to seek out and see lovingly translated into astonishing all-over prints – and the answers came in droves.

“From fabulous fungi and macabre mushrooms to brilliantly British brambles and beautiful botanical blooms – our ‘fern’ favourites! The results are an autumnal feast for the mind, in a palette of fall colours, in all your favourite Joanie styles.”

The third collection is filled with designs based on some of the Museum’s most iconic, archival treasures. The Joanie team wanted to replicate the feel of vintage gift shop souvenirs, and the range even includes four pairs of its bestselling Ernie Pyjamas, reimagined in prints inspired by the Museum’s collections.

Emma Russell, senior licensing manager at Natural History Museum, commented: “It has been such a joyful experience to collaborate once again with the team at Joanie, alongside the wider team at the Museum, to bring this third collection to life. It’s been a privilege to welcome the Joanie team back to the Museum to discover hidden treasures amongst the art and rare book archives, resulting in a range of captivating prints and designs that will elevate autumnal wardrobes. We adore this new collection, and we hope that fans of both Joanie and the Museum will feel the same.”

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