Creative Direction, Fashion

Womens RTW Design & Campaign direction
for Shona Joy Summer'19 Collection

For Summer ’19, “Sunliner” takes you on a nostalgic journey through the sun-soaked desert roads of Palm Springs. To the enchanting sounds of Fleetwood Mac, the collection channels the free-spirited essence of Stevie Nicks, where “you can go your own way.” Effortless glamour with a touch of rock ‘n’ roll defines the collection, capturing the bohemian beauty of the era. Embodying femininity, the collection exudes a sense of ease and grace. The print design showcases stylised florals and paisley motifs in dusty peaches and earth tones paying homage to the 1970s. To contrast the ultra-feminine fluidity, linen organzas add a touch of structured sophistication, giving the collection a modern edge. Billowing volumes and playful ruffles intertwine with tailored silhouettes, creating a harmonious balance between effortless freedom and refined elegance.

“Sunliner” invites you to embrace your inner bohemian spirit, revel in the nostalgia of a bygone era, and celebrate the timeless allure of femininity.