Joana’s fascination with the female form has led to the development of a consistent body conscious theme and the creation of strong, architectural shapes. Her years of hard work and genuine talent resulted in a newly-launched fashion line – her first collection “Thunderbolt P47-D A/W ’14-15” was presented at Canada Philippine Fashion Week in Toronto last year – and landed her a stint working next to French luxury designer Roland Mouret. While pursuing her studies, Joana has been steadily building a global reputation through competitions and events, such as the ASOS Graduate Clothes Show Live Competition, Shoreditch Fashion Week and Frankfurt Style Awards. Joana’s label has since attracted the attention of international press and stockists. Upon graduating with a BA in Fashion from Manchester Metropolitan University, we sat down with Joana to discuss balancing school and a personal label, and building a fashion label from scratch.
How did you decide to pursue a career in fashion design?
Since I was nine years old, fashion had already become my passion. However, following in my siblings footsteps, my family wanted me to become a nurse instead; I graduated in 2004 as a licensed nurse in the Philippines. Few years later, I realized that fashion is my oxygen, so I decided to pursue fashion at Slims Fashion and Art School in Makati in 2006 – I had started to gain clients by then. Then, in 2008, I was given the opportunity to settle in the UK, and by 2012, I decided to change careers and pursue my dream as a designer, so I went on to study Fashion at Manchester Metropolitan University.
How easy do you find it balancing school with a fashion line?
That’s very hard to answer! Of course, it is not easy. There’s a whole lot of difficulties and technicalities. Fashion is a constant learning process and experience, although I always put into practice everything I have learned at school.
Tell us a few words about your couture collection. What was the inspiration behind it? Is another collection in your future plans?
I work on two different collections: one is Luxe Ready-to-Wear and the other is Couture. Luxe Ready-to-Wear is a collection that is modern, semi-couture and accessible to the market whether off or online. It is a combination of modern, wearable, premium-designed clothes of limited edition and impeccable details – i.e. appliqué or unique pattern cutting.
My Couture collection is actually a small capsule collection, which transpires within my mood and inspirations collected through my own research and travels around Europe and Asia. Normally, my couture collection is a one off-piece or bridal wear.
Who or what do you credit as the most important influences in your work?
My old-time favorites would be the works of Valentino and Christian Dior. Both are the leading light of fashion, which I look up to. They are the epitome of timeless couture fashion.
You have interned next to Roland Mouret. How has this experience influenced your work?
I must admit it helped me understand the basics of who I am as a designer. At Roland Mouret, the whole team was very helpful. I do miss muzzling and buzzing in the studio with a good camaraderie alongside a dialog with Roland.
I have noticed the absence of pants in your collections. Could you please elaborate on this decision?
I love pants! I created pants for my Spring/Summer 2013 collection. But, recently, I am more into feminine forms, and dresses are more pleasing and adventurous to create.
Upon graduating, would you consider working next to a designer besides your collections?
I am excited about graduating because everything will be a challenge for me. I am up for that, why not? Who knows if I will have the chance. But, as of now, I will just concentrate on my final year and my own label.
Have you built your team yet? Where have you invested or are planning to invest more?
Yes. I have few people who have been working freelance for me, so, for the moment, I am investing in them, which is quite good fun. I am planning to create a permanent team, hopefully by next year.
What are you currently working on?
I am working on my new Spring/Summer 2016 collection, which is due in the end of September, and I am very excited about it. My capsule collection will launch online during London Fashion Week.
www.joanaalmagro.com
Images via Not Just a Label and Wolf and Badger
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