fashion designer joie created her own collections from 1993. she was well known for her ‘cinderella service’. joie cut tattered designer pieces and everyday clothes into parts and reassembled them into new designs within two days. the pieces cost between £15 and 75 and could be sent directly to any catwalk. the most popular were joie’s labelled t-shirts. for £25 joie converted cheap shirts into embroidered unique specimens. since madonna’s brixton academy entrance in ‘britney spears’ and ‘christina aguilera’ t-shirts, the whole of london is crazy for these pieces. unfortunately however joie's shop on museum street has closed.


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