Photography: Chloe Mallett
Fashion Director: Ursula Lake
This summer, Make collaborated with one of our favourite US labels, Joie and managed to steal some time to chat with the new Chief Brand officer, Sarah Rutson.
Q. To us, the feel of the High Summer collection is happy, optimistic and free Who do you think the Joie woman is and do you have a Joie muse?
A. Summer is always a time to feel happy, optimistic and less formal. This Joie collection is made of pieces that would work for every occasion we have the perfect dress to wear to Summer weddings to an easy travel outfit she wears on the plane while she heads off on holiday. Summer is all about being natural with effortless dressing we offer easy pieces that make her feel confident everywhere she goes. The Joie woman is very comfortable in her skin to show the feminine side of her character and personality she is very aware of trends and doesn’t follow them slavishly to still be relevant
As for a Joie muse, we are so lucky to have some great supporters of the brand, but when I think of Joie, I think of women like Kate Bosworth, Olivia Palermo, and Lucy Williams.
Q. You have recently joined the brand as Chief Brand Officer of Joie. How do you see the brand evolving in the future?
A. Joie is a huge brand for us, with so much potential, we have really developed what the collection can offer our Joie woman, for Autumn you will see the collection becoming less of a ‘weekend brand’ to a collection that can work for a full lifestyle of a woman’s wardrobe. You see pieces that would be perfect from desk to dinner, pieces that are more trend relevant It was important for the collection to appeal to a wider global audience, rather than being specific to the West Coast of the US.
Q. How important is the concept of sustainability for the brand?
A. It is everything! We are in a world now where we seem to hear constantly told it’s all about “NEW NEW NEW! “ I have found that fleeting moment of new doesn’t actually last, so longevity and getting deep roots is much more important and that is something we know we have as we are a brand that was started 18 years ago. It’s the nature of the beast of fashion. Everyone has their moment in the sun so the challenge is how you remain true to yourself and your design ‘house codes’ while still remaining relevant and fresh as a brand. What is key for us is that a customer following is built and they respond to that brand authenticity.
Q. How do you think fashion is changing due to the advances of social media?
A. I think it’s part of the modern era of storytelling: your own personal narrative to tell those stories which is a fantastic medium. Of course, you have to question what’s real and what isn’t authentic, and that is a whole other story. Social media definitely has its plus sides: seeing so much from everywhere and everyone. I think the downside is ‘real time’ aspect of it has maybe taken some of the magic away because it’s human nature to want something now and not wait. So, if you are showing fashion images of a product that is 6 months away from being able to buy, it causes immediate desire and then disappointment! How to tackle that is probably one of a big challenge!
Q. The theme of this issue is happiness. Do you think clothes can bring true happiness?
A. I definitely think clothes can make a difference to how you feel. I know personally if I wake up feeling I will maybe feel slightly “off” I know the way I dress can lift me out of it. Clothes are reflective of not just an era or a moment in time. But of course, it can evoke feelings in us good and bad!
Q. What personally makes you happy?
A. Always my dogs! My teen daughter is a Law unto herself at times! She either loves me or she is staying away in her bedroom and texts me for communication, so what I can always rely on is my dogs. They are always obsessed with me and greet me at the door even if I have been gone for five minutes like I have been away for a week. It’s that obsessive love you do NOT want from a human being but from dogs, it’s perfect!
Hair by Choccy at One Represents using Bleach London Makeup by Kenneth Soh at Frank Agency using Twelve Beauty & Marc Jacobs Beauty Models: Ruby at Wilhelmina and Idina Moncreiffe at Select
Photography assistant: Harriet Turney
With huge thanks to Darren at The Collected Group