Melbourne-based label Joseph and James made a defining statement at Australian Fashion Week with its first solo runway show, an event that marked a significant milestone for the brand and its founder, Juanita. Titled Gathering, the collection celebrated moments of connection — the everyday rituals and shared experiences that bring people together. Designed to be lived in, the garments reflected warmth, ease, and emotional resonance, challenging the conventions of traditional menswear with a softer, more expressive approach.
The show began with a Welcome to Country before transitioning into a moody, atmospheric space filled with the ambient sounds of a party — clinking glasses, laughter, and lively chatter. This backdrop set the tone for a collection that brought a fresh sense of playfulness to the runway. Pastel colors, butterfly motifs, and flowing silhouettes introduced a levity not commonly seen in contemporary menswear. Details like quilted vests with cursive branding and T-shirts bearing whimsical phrases such as “I’m bored, wanna come for tea?” added to the sense of charm and personality.
Juanita, who launched the label in 2021, emphasized that the AFW showcase was more than just a creative presentation — it was a rare opportunity for visibility, industry recognition, and engagement with buyers and media. She expressed her excitement about contributing to a broader dialogue around the future of Australian menswear, one that remains practical and wearable yet open to emotion, identity, and individuality. For her, this kind of openness is not a trend but a necessary evolution.
Despite launching four years ago, Juanita pointed out that menswear in Australia still lacks the robust infrastructure that supports womenswear. From retail backing to media exposure, she noted that male fashion designers often have to prove their value before receiving investment. However, she sees this challenge as a silver lining — the ability to build something slowly, away from fleeting trends, and with a foundation rooted in intention and care.
Juanita’s passion for fashion began in childhood. Sitting alongside her mother, she became captivated by red carpet arrivals and runway shows, enchanted by how garments could convey narratives without words. That early fascination grew into a serious pursuit, leading her to study Fashion Design and Technology at RMIT. Her career evolved through various design and product development roles until she finally launched Joseph and James, a label shaped by her love of craft, storytelling, and the emotional depth of clothing.
Her move into menswear was driven by a desire to design for a space that was often overlooked. While most of her peers in school focused on womenswear, she questioned who was designing for men — and what that space could look like if it were not constrained by outdated traditions. She saw menswear as a blank canvas, one where she could blend the structure of tailoring with the softness and expression of streetwear, creating garments that felt both grounded and emotionally rich.
The brand name, Joseph and James, carries deep personal meaning. It draws from the middle names of two important men in Juanita’s life — her father and her husband — both of whom embody qualities she cherishes: reliability, integrity, and care. Naming the brand after them felt like anchoring the label in those same values, building a business and collection ethos centered on craftsmanship and emotional longevity.
Over the years, Joseph and James has grown intentionally. From its beginnings as an independent menswear label navigating an underdeveloped landscape, it has matured into a brand that reflects not only a distinct aesthetic but also a broader cultural mission. Juanita continues to push for menswear that embraces narrative, identity, and sustainability — a vision of fashion that extends beyond trends to create lasting impact.
Running a menswear label, especially in Australia, continues to come with unique hurdles. Juanita emphasized that the ecosystem still favors womenswear in nearly every respect. Yet the slower pace and relative freedom also create opportunities to innovate and build a brand with a clear, consistent voice. Despite ongoing challenges with visibility and access, especially for small, independent designers, she remains optimistic about the space she’s carving out for Joseph and James.
At its heart, Joseph and James is about balance. The label focuses on relaxed tailoring, thoughtful construction, and garments that hold quiet strength. The aesthetic is subtle yet expressive, with pieces that invite reflection and resonate on a deeper emotional level. For Juanita, clothing should be more than just visually appealing — it should evoke feeling and support identity.
The AFW collection Gathering reflects this ethos. It explores themes of memory, place, and personal rituals. From slouchy knits to softly structured suits and textured shirting, the pieces feel tactile and lived-in. Each garment carries the suggestion of shared experiences, of being part of someone’s personal story. The runway was not just a debut but a moment of affirmation for the designer and her growing community of supporters.
Presenting at Australian Fashion Week has had a profound impact on Juanita’s career. While the experience was both surreal and validating, it also solidified her role in the larger conversation about what menswear in Australia could become. She views the platform not merely as exposure but as an opportunity to push the boundaries of what is possible — and necessary — in the menswear space.
Looking ahead, Juanita sees tremendous potential for menswear in Australia, but she emphasizes the need for systemic support. It’s not just about more designers but about building a fuller ecosystem: one with media coverage that delves into menswear meaningfully, retailers willing to invest in new voices, and a cultural shift that allows men to engage with fashion as a form of self-expression. Joseph and James aims to be at the forefront of that change, offering not only clothes but a new vision for how men can dress — and express themselves — in modern Australia.
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