Today, Melbourne label Joseph and James took to the Australian Fashion Week (AFW) runway for its first solo showcase. Aptly titled Gathering, the collection takes inspiration from the moments that bring us together, like shared meals in familiar spaces, while also making a case for clothing that’s designed to be lived in, built for those exact moments.
The runway opened with a Welcome to Country, followed by a darkly lit room with the sounds of a party (imagine clinking glasses, laughter and voices) filling the space. This atmosphere carried into each look, with pastel hues, butterfly graphics and relaxed silhouettes evoking a sense of lightness and fun, something that feels in contrast to a lot of modern menswear. There were T-shirts with text reading, “I’m bored, wanna come for tea?” on the back and quilted vests, with the brand name in bright, cursive writing, echoing a feeling of playfulness.
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The AFW showcase is a major milestone, providing Juanita with an invaluable opportunity for visibility, industry validation and access to buyers. “I’m excited about participating in a conversation on what Australian menswear could be if we encouraged a version that’s still grounded and wearable, but open. Open to play, to emotion, to identity,” she says.
Although it’s been four years since Joseph and James launched, Juanita says menswear in Australia still largely exists on the fringes. “The infrastructure, retail support, media coverage, even cultural capital, is much stronger for womenswear. So running a menswear label often means proving the value of what you’re doing before people are ready to invest in it.” The positive of this, she says, is being able to build a label from the ground up, one that’s been far less susceptible to fast-moving trends.
Fashion Journal: Hi Juanita! Can you tell me about your background in fashion?
Juanita: I was about 10 when I first became hooked on fashion. I remember sitting with my mum, watching red carpet arrivals and runway shows, totally mesmerised by the way clothes could tell a story without words. That early fascination evolved into a real curiosity about how garments are made, and how they move through people’s lives.
I studied Fashion Design and Technology at RMIT and over the years, I worked in both design and product development roles before launching Joseph and James in 2021. My practice is rooted in craft, narrative and a deep interest in what clothing can hold, not just in function but in feeling.
What inspired you to get into menswear?
It started during my studies. Most people around me gravitated toward womenswear, which made me pause and ask: who’s designing for the others? And what might that space look like if it weren’t defined by stereotypes or tradition?
Menswear felt like a blank canvas. I was drawn to the structure and discipline of tailoring, but also to the opportunity to subvert it with the sensibilities of streetwear — to introduce ease, texture and softness in a way that still felt grounded. It gave me room to explore identity, function and form with a different kind of freedom.
How did you decide on the name ‘Joseph and James’ for the label?
The name comes from the middle names of my dad and my husband. They’ve both played a steadying role in my life: men who are reliable, hardworking and deeply caring. When I was naming the brand, it felt right to anchor it in that spirit. Joseph and James is about that same sense of integrity and follow-through. [They’re] garments that are built with care, that show up and stand the test of time.
How has Joesph and James evolved since you started?
In the beginning, we were just trying to carve out space. There wasn’t a clear blueprint for independent menswear in Australia. It was about building slowly and intentionally, developing collections that felt considered and wearable. Over time, the brand has evolved to not only reflect our aesthetic but to hold space for bigger conversations around identity, expression and the future of Australian menswear.
Right now, we’re focused on building long-term sustainability and continuing to design with purpose. We’re not just making clothes, we’re trying to help shape a new lane for what menswear can look like here.
How does owning and operating a menswear label differ from running a womenswear brand?
Menswear in Australia still exists on the fringes in many ways. The infrastructure, retail support, media coverage, even cultural capital, is much stronger for womenswear. So running a menswear label often means proving the value of what you’re doing before people are ready to invest in it. There’s a slower burn to it but also a lot of opportunity. You get to build something new, from the ground up, without the same pressure to follow trend cycles. That said, we still face challenges with visibility and access, especially as a small, independent brand.
How would you describe Joseph and James’ aesthetic and ethos to someone who’s unfamiliar with the brand?
We make elevated menswear that balances fit, form and function. Think relaxed tailoring, thoughtful construction and pieces that carry a quiet sense of character. At its core, Joseph and James is about integrity — in how we design, how we make and how we show up. Our aesthetic leans toward refined ease: garments that feel confident without being loud, expressive without being performative. We design for people who care about what they wear, not just how it looks, but how it makes them feel.
Can you tell me about the collection you’re showing at Australian Fashion Week?
The collection is our fifth instalment, titled Gathering, and it’s rooted in the idea of connection, to people, to place, to memory. It looks at the moments that bring us together, like shared meals, familiar routines, the spaces where we feel most ourselves.
The garments carry that feeling with soft structure, natural fibres, silhouettes that invite movement. There’s also a tactile quality to the collection. From textured shirting to slouchy knits and relaxed suiting, it’s all designed to feel lived-in and emotionally resonant. Like something that’s already part of your story.
How does showing your work at Australian Fashion Week feel and what impact does it have on your career?
It’s equal parts surreal and affirming. We launched Joseph and James just a few years ago, so to be presenting our first solo runway at AFW is a massive milestone. But it’s also more than a show, it’s a statement of intent. These platforms matter because they offer visibility, industry validation and access to buyers and media that can help push a brand forward.
But I’m not just excited about showcasing a new collection, I’m excited about participating in a conversation on what Australian menswear could be if we encouraged a version that’s still grounded and wearable, but open, open to play, to emotion, to identity.
What is the future of menswear?
Menswear in Australia has so much potential but it needs to be nurtured. It’s not just about more brands, it’s about building an ecosystem: media that covers menswear with depth, retailers who are willing to back emerging labels and a culture that makes space for men to express themselves through clothing. We want Joseph and James to be part of that change, not just by showing up but by helping shape what Australian menswear can become.
Find more from Joseph and James here.
This article Menswear needs more women at the helm, and Joseph and James is proof appeared first on Fashion Journal.
2025-05-13 10:07:00
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