Joanie Gals Unite in London

A wonderland of spectacular prints, a forest full of colourful mushrooms, and an endless stream of cupcakes and Prosecco to top it all off – welcome to the very first Joanie pop-up shop!

Joanie, a Manchester-based rising star of the sustainable-yet-affordable clothing market, celebrated lucky seventh birthday and brand-new B Corp status with its first brick and mortar pop-up shop and we worked alongside their team to bring their nostalgia-infused world to life in the heart of central London.

Staffed entirely by the female-led team behind the brand, the pop-up shop embodied a four-day celebration of Joanie’s ethos to life and presented a unique opportunity for new fans and faithful followers to meet the team behind the much-loved vintage-inspired brand.

This is our second project with Joanie, and it was inspiring once again to see the decor mirror Joanie’s B Corp ethos of championing slow fashion, recycling deadstock fabrics into curtains, bunting, and branded tote bags which were in high demand from the Joanie gals who celebrated their favourite brand in style.

From classic red toadstools to hand-painted roses, the sustainable window display and branded mirrors were designed and painted by Joanie’s own print designer Jess Williams using her new season concepts.

Customers gathered from all over the country and beyond (as far as Denmark!) to celebrate the iconic Northern brand. The Joanie gals met fashion stylist Emma Lane, a constellation of vintage-inspired content creators, and the one and only Joanie superfriend and collaborator Dawn O’Porter who helped shoppers style her latest Joanie collab.

The pop-up shop was the very first opportunity Joanie fans had to shop the range in person, and to meet the creatives behind the brand which they so adore, resulting in a truly heartwarming experience.

This felt like a natural next step for the brand, following some hugely successful influencer and media launches for its iconic collaborations. We had the pleasure of working on the launch of  Horrockses Fashions x Joanie, a moment that coincided with Queen Elizabeth II’s Jubilee in 2022.

If there’s one thing we love, it’s having a great time!

Sundae x



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