An Intimate Talk with Sarah Rutson

Chief Brand Officer of Joie, Equipment & Current/Elliott at The Collected Group
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You have been at The Collected Group for almost two years now. How have you helped position Joie?

We have been laser focused on re-injecting Joie into almost every woman’s life, aiming for “inclusivity with a very clear message.” It’s been important to look at where the brand’s heartland was… Joie’s strength is that it has always been feminine, with a Californian ease. This message started becoming too literal and drifted off into Bohemia, and we became known as a spring/summer casual weekend brand, so we have injected a much fuller lifestyle element inclusive of Monday-to-Friday, desk to dinner looks, appropriate all year round.

Tell us About the Spring 2019 Collection.

For Spring, Joie took its cues from Peggy Lipton and Jacqueline Bisset. That might mean cropped denim culottes or a breezy blush button-down dress with feminine gatherings. It might be a macramé-inspired top with fringe. Colors are ’70s-inflected, too: rust, blush, marigold and rich blues led the way on blouses, leather jackets and gauzy tops and dresses. Tailoring adds finish, but we wanted to be able to break it down from suiting and allow each piece to be instrumental on its own, as well. Python makes appearances in several iterations, from gray tones to buttery yellows. Pretty knitwear basics offer wardrobe-building layering options, while soft leather pieces capture the sunset colors of the season. Our soft dresses move beyond beachwear without overthinking it.

Why does Joie work so well for the modern woman?

Joie fits within a real woman’s life, one that is not overly complicated in her fashion choices. It takes its cues from what is happening in fashion now, and relevant to trend, but not making it tricky.

If you had to select your five must-have pieces from this collection, what would they be?
  1. I love this jumpsuit. You can get a lot of wear out of it, taking you straight through from business to weekends. Dress it up or down, this piece provides all of the duality I am talking about.
  2. This clean dark denim jacket with
  3. Matching wide leg trouser jean. Elevated denim classics, great together or as separates – again very versatile.
  4. This pretty dress in a dramatic, beautiful yellow buttercup color is pretty for a summers day or dressed up for evening.
  5. Our fashion pant of the summer! this high-waisted jean in a wonderful rust color, perfect for the season.
For many years women turned to Joie for weekend wear. Now there are many pieces that fit beautifully into the work week, too. Please tell us about that change.

It was totally unrealistic for a brand just to be specific to weekend wear. Modern women don’t have one dimensional lives and neither can their wardrobe. She should be able to rely on clothes with duality, easily transitioning and adaptable to suit her various needs. I’m a big believer in having items that can form a backbone of your wardrobe and building out from there with pieces that bring you joy… Joie now manages to do all of that, in an easeful, feminine way.


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