Now living in London, Joanna Pybus was originally born in St. Catharines, Canada and moved to North East England in 1992. There she studied Fine Art and Textiles and came to realise that she could really work creatively around the body, and that her “creativity could be chanelled most effectively through clothing over any other medium”. From there, Pybus went on to a BTEC Foundation Diploma in Art where she specialised in Fashion. A short while after, she completed her Bachelors Degree in Fashion Design, graduating with a First Class Honours Degree.
Her first piece was a simple black shift dress with three-quarter sleeves, covered in appliquéd sparkly cherries, embroidered leaves and googly eyes. This simple, flattering silhouette with a lighthearted pop humour runs throughout her collection. “I like to use a lot of print, colour and graphics, and I think the best way to show these off is with a sophisticated simple silhouette – quite reflective of the 1960s”.
Pybus undergoes extensive research before creating her collections, and her most recent s/s 2013 collection, aptly named SO-PO-MO to reflect the Post-Modernist humor of her clothing, makes reference to the Post-Modern movement through Memphis Design Furniture, 1990s home décor books and artists such as Peter Halley and Dorothy Hafner. Pybus hand draws her designs and then has them rendered and printed digitally. Her collections are worn by people who don’t take themselves or fashion too seriously, where age is irrelevant and “it’s more about a youthful, playful attitude towards life.”
Still fresh on the scene, but not a discredit to her knowledge and undeniable talent, Pybus thinks it’s important not to “follow trends or be too enveloped in what’s cool”, “stick with your design, regardless of how it will be received.” She believes that “working hard is the only way that things happen” and “learning your trade, being able to operate completely independently, having only yourself to rely on, will push you to be your best and most efficient.”
For now, Pybus plans on staying in London, where you might spot her (in her current favourite pattern-clashing attire of green leopard print and stripes) wandering around museums catching the latest contemporary art, thrifting at charity shops and walking the streets – “it’s a great place to get lost in”.
To purchase Joanna Pybus clothing, accessories and even nail art, visit http://www.etsy.com/uk/shop/joannaPYBUS
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Lookbook creds: Designer: Joanna Pybus / Photographer: Anya Holdstock / Model: Katharina W @ M+P / Hair: Kevin Luchmun/Dexter Johnson / Make Up: Helen Rose Drake / Styling Assistant: Aimee Ward