“I’ve always felt strongly that I want my clothes to be accessible to women, not one type of woman..... I don’t want to feel like I’m projecting the idea of some ideal woman that people feel they need to reach.”
Kitty Joseph is modern print and colour focussed women’s wear label that is determined to change the standard fashion model. Putting ethics equally in line with aesthetics, the brand’s aim is to sustainably produce premium, intelligent, size-inclusive, joy giving clothes for the differing dynamics of women’s daily lives.
On graduation from the Royal College of Art in 2011, the designer’s instantly recognisable modern handling of colour and contemporary design silhouettes were immediately snapped up by visionaries including Lady Gaga and iconic Parisian store Colette. Other stores and celebrities quickly took note creating a cult international following.
The brand accelerated into a different gear when in 2018, after urgently feeling the need for a more responsible fashion industry, moved from a traditional wholesale business to a direct to consumer e-commerce model. This dramatically cut down the carbon foot print of each garment and allowed the customer’s real needs to become central to the brand, finally providing the opportunity to become fully size inclusive and truly diversifying the customer base. Fans and supporters now include Kylie Minogue, Taylor Swift, Paloma Faith, Lolly Adefope for the BAFTA’s, Kathryn Ryan, Holly Willougby and number of prolific international Instagram influencers.
Features in The Times, The Sunday Times Style, The Observer and The New Statesman have all focussed on the shift -
“.....Kitty Joseph proves that some designers aren’t afraid to dress plus-size women..... a very welcome exception to the rule that designers would do anything not to align their brand with a woman bigger than a size 10” - Sophie Wilkinson The New Statesman
“for the first time in my life, I felt like I was in an outfit that made me look the best I ever had” - Candice Carty-Williams, The Sunday Times Style Fashion Special
Mindful design ensures the signature graphic silhouettes minimise fabric waste, whilst UK production enables lowest travel foot print possible. Signature colour popping prints are applied with sublimation printing instead of traditional water polluting techniques, and brand growth focuses on research into fully sustainable fabric sourcing.
An on going collaboration with ethical rug makers Floor Story have been must-sees at London Design Fair for the last two years, with press in Wallpaper, Ellle Deco, The Independent, The Observer Design and Metro. Previous brand collaborations and capsule collections include Absolut UK, Umbro and Unmade and special projects with MAC Cosmetics, Nokia and Adidas.