11 Feb The Joinery’s SS15 Campaign Images and Film by Lyall Coburn
The Joinery is the ethically-inspired fashion brand of sisters Natalie and Kim Ellis who, out of a shared desire to explore alternatives to the way things are commonly produced, co-founded the company in 2012. Their name points to a collaborative approach of partnering with local artisan collectives, hand crafters and sewing cooperatives (mainly residing in Khayelitsha) to produce their garments and accessories under Fair Trade principles.
“We design our collections to be made by hand as much as possible, using hemp fabrics and organic cottons,” the pair tells us. “We want to build a community of like-minded people who share, experiment, create and find solutions to producing sustainable organic fashion.” The sisters are transparent about their journey and pledge to educate themselves further, and they’re the first to admit that they don’t have all the answers. However, their passionate journey is underpinned by the motto “Do Something. Anything.”
To showcase their Spring Summer 2015 collection, The Joinery have paired up with Lyall Coburn (aka The Aesthetic Consumer) who’s shot all of their lookbooks since they started out. This time, his short film ‘Shelby’ and the accompanying photo series star Bee Beardsworth, one of Cape Town’s most photographed faces of late. Wood panelled walls, a mauve carpet and technicoloured plastic tablecloths also make an appearance in the gloriously old-school setting which, as we learned when we interviewed him about his work last year, has all the makings of the type of environment Lyall is typically drawn to.
Speaking of their ongoing collaboration with Lyall, the duo say “Our inherent conviction that Lyall understands our brands core allows us to put all of our trust in his vision.” His aesthetic runs parallel to the ideas Natalie and Kim have on fashion, each with a nostalgic approach that looks to days gone by for inspiration.
The title image of the campaign features a sustainable t-shirt. “This encapsulates all of our ethics and beliefs,” they explain. “Activist t-shirts like this will be staples in all of our future collections.” Other items in the collection include sheer floral pink and exotic green silk kimonos, delicate nude slips, diaphanous wing-ed blouses and white button-up shirt and shorts – both made from hemp. The Joinery’s overall aesthetic is at once feminine and androgynous, and for the SS15 range Natalie and Kim were fascinated by taking the sensation of wearing luxurious lingerie and allowing this feeling to infiltrate their everyday clothing.