Josephine The Label is a New Zealand-based womenswear fashion label that redefines a sophisticated aesthetic with a touch of quirk. Established in 2023, the brand is driven by the vision of designer Lucy Maxwell, whose deep experience in the fashion industry is woven into every design. With a passion for creating timeless yet contemporary clothing, Josephine reimagines what it means to dress with both purpose and confidence.
“At Josephine, we believe fashion should be an expression of individuality, and every garment is crafted to reflect this philosophy. Our designs are sophisticated, yet never without an unexpected twist, blending modern, oversized silhouettes with refined details. We embrace versatility, ensuring each piece can be worn in countless ways, from casual days to elevated occasions, all while maintaining an effortless, chill vibe.”
“But we’re not just about creating beautiful clothing. Josephine is dedicated to responsible fashion. Every item is carefully constructed with an emphasis on sustainability, with natural fibres, low-impact production methods, and conscious design choices at the heart of our process. We aim to reduce our footprint by designing garments that last, both in style and quality, making them pieces you'll return to season after season.”
Josephine ethos is built on the idea that clothing should be functional, comfortable, and empowering. The oversized fits, unexpected proportions, and high-quality fabrics that define Josephine’s signature style are designed with you in mind—women who appreciate clothing that not only looks good but feels good too. With a focus on responsible practices, Josephine offers versatile, thoughtfully designed pieces that let you express your unique style with confidence.
Consciously designed in New Zealand, Josephine combines high-end craftsmanship with a modern approach. Josephine is set to redefine luxury with a fresh perspective, offering timeless pieces that stand the test of time.
