Lucy Maxwell, founder and creative director of Josephine, has spent over 14 years working in the fashion industry.
Her career began as a workroom assistant for a Melbourne-based designer, before she moved into a garment technician role at a wholesale company, and gained a deep understanding of design, production, and the business side of fashion.
From there, she progressed through roles at Neuw and Cotton On as a global designer, and eventually landed her dream role at Country Road as a womenswear designer. According to Maxwell, that position was a turning point and a career highlight as it solidified her path as a designer and gave her the confidence to launch her own label.
“My earliest memory of fashion goes back to when I was around 12 or 13, learning to sew at school. We designed a simple cotton bag, and I picked it up almost immediately. I remember thinking, This is what I want to do,” said Maxwell.
“I’d always loved fashion, the outfits, the styling, the creativity, and I was fortunate that my small rural school offered a fashion design course within the NCEA programme. That opportunity was pivotal, and it’s what set me on the journey that ultimately led to Josephine.”
Josephine was officially launched in August 2023, when Maxwell returned to her roots in the North Island of New Zealand during the COVID-19 pandemic and realised it was time to pursue her lifelong dream and create a label that truly represented her as a designer.
“I wanted to create design-led pieces in beautiful, premium fabrics at a more accessible price. As a professional woman, I’d often struggled to find pieces I loved that were both thoughtfully designed and well-made, yet still attainable. Starting Josephine has allowed me to merge professional ambition with personal values, creating a brand that’s truly my own.”
The name Josephine was inspired by Maxwell’s grandmother, who has been one of the strongest, most inspirational women in her life, and it perfectly captured the blend of sophistication and a touch of quirk.
Josephine is all about an effortless aesthetic, and its summer collection is no different, with 100 percent cotton across all styles, each with a different weave. Natural fibres and breathable fabrics are at the heart of Josephine, not just for the longevity of the pieces, but for how women feel wearing them.
Maxwell chose to avoid synthetics like polyester, both for the planet and because she personally didn’t enjoy wearing them. On rare occasions when a synthetic is necessary for construction, she tends to opt for recycled materials, keeping sustainability and quality at the forefront.
The collection is timeless and all about ease, lightness, and versatility, pieces that move with the body.
“When a garment is thoughtfully designed and well-made, it can be worn for years, effortlessly styled with both existing wardrobe staples and new additions. I want Josephine pieces to go beyond fleeting trends; they’re created to be cherished, worn, and loved for years to come.”
Maxwell added that she loved masculine-inspired, oversized silhouettes and playful proportions as they can break conventional norms while keeping pieces timeless and wearable.
At the same time, subtle touches, such as carefully placed seams for durability and meticulously chosen buttons, ensure each garment feels refined and premium. It’s these small details that give the collection its effortless appearance while maintaining quality and sophistication.
Longevity also comes from considered design, such as choosing the right fabrics, seams, and trims, all of which play a vital role. It’s these details, combined with high-quality manufacturing, that ensure Josephine pieces are built to be loved and worn for years.
“When designing, I always ask myself: who’s wearing this, and how will they wear it? Each piece needs to suit a wide range of women and style effortlessly, both with other Josephine items and with pieces they already own. It’s about creating a collection that’s versatile, wearable, and timeless.”
Burnt Red is a hero shade this season, complementing the other shades in the collection, and all inspired by summer sunsets' warmth; those soft, lingering evenings that define the season.
The new Plum Stripe is another distinctive addition, and every stripe is custom-designed in yarn-dye to keep the finish premium. The same warmth as Burnt Red inspired the new Plum Stripe, and Maxwell wanted it to feel rich, refined, and timeless.
“Over the years, I’ve found these deeper, thoughtful tones and stripes really resonate with our beautiful customers, making it a perfect addition for summer.”
Additionally, the introduction of accessories felt like the natural next step in slowly building the Josephine brand. Maxwell said each piece was designed to pair effortlessly with the apparel while carrying the same relaxed, refined aesthetic.
“Accessories allow us to extend the wardrobe in thoughtful, versatile ways while staying true to the brand’s identity. I particularly love the Oversized Tote Bag; its beautiful, exaggerated silhouette makes it a must-have piece for summer.”
Maxwell added that she and her partner were fortunate to spend some time overseas, which gave them the perfect opportunity to shoot the summer collection.
“We wanted to capture the warmth of those long summer days, rich sunsets, and the contrast of white sands against the blue water, all of which reflect the collection's feeling.”
The campaign reflects warm, sun-soaked tones and slow summer moments, shot on film, adding a timeless, textured quality and helping convey Josephine's relaxed, effortless aesthetic.
