Joy Craig, 24, is a London based content creator and fashion designer. She recently graduated in BA Fashion Design from Kingston School of Art and did a year abroad in Paris at ENSAD.
During the lockdown, Joy began deconstructing pieces in her wardrobe which led to creating her brand, Joy Craig Studio. “I was doing this so that I had a whole new wardrobe of clothes ready for me to wear post-lockdown, but then I posted a few images on social media and got a really good response and requests to make custom orders.”
Joy is inspired by people, the way they move and carry themselves and the human form itself. Joy mentioned the quote from artist Dorothea Tanning which inspires her while working on new designs.
“I do not see why one should not be absolutely fascinated with the human form ... we go through life in the wonderful envelope. Why not acknowledge that and try to say something about it? So what I try to say about it is transformation.”
Transformation plays a crucial role in Joy’s work. She is upcycling menswear blazers, which creates masculine silhouettes. “It is also quite effortlessly elegant and sexy in the subtle ways it reveals the skin underneath.”
At Joy Craig Studio everything is handmade by Joy, from the sketches to sewing. The unique pieces are available in one quantity as it is made from pre-existing garments. The designer also turns cuts from the garments into additional patterns or items such as tie straps. Joy is always creating according to her style but is also influenced by vintage. “Although I may have a new design in mind that I want to achieve, it is ultimately the vintage garment itself that influences what I can do with it.”
The creative wants to change individuals' views on vintage and upcycled items by giving them a new lease of life. Joy emphasized that by 2030 there will be 148 million tons of fashion waste if no one is going to make changes to the way they consume and produce garments.
“I hope to introduce and encourage people to shop slow fashion with timeless pieces that be re-worn in different ways and help to reduce fashion waste.”
Joy is aiming to help the environment by finding less harmful options while designing. She believes that reading can encourage to change individual's views on sustainability. “The main book I would highly recommend is ‘How To Break Up With Fast Fashion’ by Lauren Bravo, I like how it emphasizes how to fall back in love with your old garments and change your mindset of fast fashion.”
At the moment, Joy is in the sourcing process to do a restock of the sold-out garments. “I usually upcycle garments from London thrift stores but with lockdown being in place I am having to be resourceful and search online from all the intermediaries who sell second-hand items.”
While looking for new materials, Joy is also long-term planning to expand her new business and find a team of creatives who are as passionate about upcycling and sustainability as her.