Products of Change


Thu 01 Jun 2023 | by Rob Hutchins

Natural History Museum launches second sustainable womenswear range with Joanie

Following a strong debut in Autumn last year, the Natural History Museum has once again partnered with the womenswear brand Joanie to launch an 18-piece limited edition range inspired by the Museum’s own collections. Patterns featuring coral, dinosaurs, meteorites, insects, and shells will all adorn the new collection which not only includes ‘classic Joanie shapes’ but comes with some added sustainable credentials. Each piece is made from a sustainable fabric blend including organic cotton, Livaeco Viscose, and Lenzing Ecovero Viscose, a brand well-recognised for its sustainable production methods and which are biodegradable in soil, freshwater, and marine environments. Maxine Lister, head of licensing at the Natural History Museum, said: “We are absolutely delighted to build on our relationship with the team at Joanie. 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.” The collection, which according to Lucy Gledhill, brand director at Joanie will play “like a greatest hits album by the Natural History Museum” is the result of Joanie’s methods of getting under the skin of the London institution. “We visited the galleries and library (and the gift shop) to try to understand what it was that people really loved about the Museum,” said Lucy. “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.” The collection is available via Joanie online now.