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Natural History Museum launches second womenswear line with Joanie

After a strong response to its first collaboration in autumn last year, the Natural History Museum has once again joined forces with womenswear connoisseurs Joanie to deliver a new 18-piece limited edition collection that has been inspired by the Museum’s collections.

The team at Joanie – which specialises in collections that are underpinned by vintage style but reimagined for a modern wardrobe – has once again looked to the Museum’s archives and created a new collection featuring coral, dinosaurs, meteorites, insects and shells, all receiving the quirky and playful treatment that the Joanie brand is renowned for.

The collection includes some classic Joanie shapes and new silhouettes and each piece is made from a sustainable fabric blend including organic cotton, Livaeco Viscose and LENZING ECOVERO Viscose.

“We are absolutely delighted to build on our relationship with the team at Joanie,” commented Maxine Lister, head of licensing at Natural History Museum. “We are in awe of their creativity and ability to create such beautiful prints that reflect the natural world in such a fun and unique way. As Joanie gals ourselves, the wider Museum team love working with Joanie to find new specimens and artworks to inspire the next design.

“We also love their continued commitment to adopting sustainable fabrics and practices. This new collection is perfectly curated for summer and we cannot wait for Joanie fans to see it.”

Lucy Gledhill, brand director at Joanie, continued: “We wanted the collection to play like a ‘Greatest Hits’ album by the Natural History Museum. We visited the galleries and library (and the gift shop) to try to understand what it was that people really loved about the Museum. We trawled through the archives to fulfil our brief of creating a collection of vintage-inspired clothing for modern women, and I really think we managed it.”

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