Joveeba – A Women’s Fashion Label

Chic womenswear from Australian fashion designer Alison Cotton

View recent Joveeba collections on Australian Fashion Review Blog
Joveeba Fashion Label Banner

Joveeba was launched in 2003 when two years into a degree in Fashion and Textile Design in her home town of Perth, Australian fashion designer Alison Cotton decided to quit studying and launch her womenswear label. Things got a bit more serious in 2005, when the brand began to release larger more directional collections, which led to its first solo show at Mercedes Australian Fashion Week the following year in 2006. This introduced the brand to a much wider international audience.

Joveeba Womenswear Winter 2012 Leather Aviator Jacket

Since then Joveeba has become one of Australia’s must have fashion labels, regularly featuring on the pages of Harper Bazaar, Madison, Marie Claire, Russh, Grazia and Frankie. It is not just the fashion press that is taking notice, some of the world’s most stylish celebrities are also fans of the brand, with Paris Hiton, Miranda Kerr, Rumer Willis, Emma Booth, Kristin Cavallari and Natalie Bassingthwaighte all being spotted in the label’s pieces.

The inspiration behind the Joveeba collections come from Alison’s surroundings, such as soaking up the sun on Bondi Beach, going to see some fabulous live music, or lazy afternoons spent trawling the markets with friends. Alison describes her girl as ‘…imperfect, open and authentic. She is the girl I see on the street, she is my best friend, she is me…I like to give that girl a voice.” With the brand’s signature light hearted reworkings of classic shapes combined with unique detailings is building the brand a larger fan base with each season that goes by, and there is no sign of slowing.

Joveeba Womenswear Winter 2012 Leather Fringed Skirt

As of 2012, the brand’s collections were available in over 46 select boutiques around the world, as well as being available through a number of online retailers, including their own.

In October of 2009 we were lucky enough to have a chat with founder Ali Cotton for an exclusive chat to find out all there is to know about her eponymous label.

Who is the behind Joveeba? What is your background?

Alison Cotton, that’s me, is the designer and owner of Joveeba. I started out studing fashion design in Perth but threw it in after 2 years to launch the label. So far its working out well!

When and where did it all begin for Joveeba?

The label formally kicked off in 2003 but really took things up a notch in 2005 when the label began releasing larger, more directional collections. The label is born and bred in Perth, WA, just like me.

Joveeba Womenswear Winter 2012 Navy Maxi Skirt

What do you hope to accomplish with Joveeba? What is the ultimate dream?!

To build a fashion empire !! To be stocked across the globe in selected boutiques as well as having flagship boutiques dotted around the country and for Joveeba to eventually be an Australian fashion icon.

If you could pick someone famous that best represents the Joveeba style, who would it be? Who would you want wearing your label?

I would love to see Rose Byrne in my clothing. She is effortlessly cool, spirited and sexy without trying to hard…the perfect Joveeba ambassador. I just adore her.

Who are your favourite fashion designers?

I love Stella McCartney. I adore her mannish jackets and jumpsuits and I love her design ethos. I also admire the longevity and commercial savvy of labels like Calvin Klein, Gucci and Chanel.

Complete the following sentence: You should buy Joveeba because…

…you’ll love it as much as I do.

Joveeba Womenswear Winter 2012 Oversized Shrug

Visit the official Joveeba website, or check out Joveeba clothing collections on Australian Fashion Review Blog

If you like the look of Joveeba, why not check out fellow Australian womenswear labels, Jolet, camilla and marc and Bec & Bridge.

Leave a Reply