Joanna Krupa

After studying fashion design at the London College of Fashion, Joanna founded her own company, Joanna Krupa, in 2010. Since then, she has collaborated with the likes of Dior, Marc Jacobs, Ralph Lauren, and more.

We were lucky enough to grab some time with one of the industry’s most famous and successful womenswear designers to get her thoughts on fashion, lifestyle, and more.

Fashion

Fashion is a broad topic, but on a very basic level, what is fashion design?

Fashion design is the arrangement and combination of garment designs for the various needs and preferences of a person or people. It can be something as simple as putting a colorful skirt on a white background or making a long-sleeve top which is completely sheer. These are just a small selection of the endless possibilities that come with fashion design.

If we strip away all of the fluff, what lies at the heart of fashion design?

Fashion design really is only about creating clothing that will make people feel confident and beautiful. It is about having confidence in yourself and expressing that through your clothes. Sometimes, fashion design can get a bit too complicated, with many individuals trying to create the best outfit for themselves. Sometimes, it can even become a competition. But at the end of the day, at its core, fashion design really is about expressing yourself through your clothing.

Style

What is your personal approach to design?

My approach to design is to always push the limits and challenge myself. For example, I designed a braided leather jacket which was so unique that I was able to make it into a full-blown collection. I try to bring my own quirky style to everything that I do and love experimenting with new techniques and mediums. In terms of my personal style, I would describe myself as an eclectic mix of Mariah Carey, Grace Kelly, and Bjork. I enjoy wearing bold and clashing prints as these allow me to be more expressive and unique. Fashion should be fun and a source of self-expression and I try to make sure that all of my collections are of a cohesive, wearable nature. This is something which many designers neglect these days, taking too much time off to focus on artistic goals and not practical considerations. This is why I love working with a team of people who are passionate about what they do and can bring something new to the table, as this will make all the difference. Without these people, I would still be designing my collections in my head, not in a real-life manner.

Fashion and Society

What do you think about the fashion industry and the people within it?

I think that the fashion industry is definitely experiencing a period of change. People are starting to become more accepting of those who are different and celebrate unique characteristics and personality traits. This is evident in unique fashion week events like The Big Chill, which brings together all of the industries which exist under the umbrella of fashion. It also shows in terms of the designers and models who are breaking free of the norm and achieving success on a global scale, such as Zendaya, the youngest-ever Supermodel. One of the greatest things which came out of this period of change is that it caused a huge boom in digital marketing and content creation, allowing those in the fashion industry who embrace new ideas and are open to collaboration to flourish. This is evident in the fact that we now have platforms such as TikTok, which allow those in the industry to experiment with new forms of content. It is also why we have seen an evolution in the way that people are engaging with fashion and using social media to express their opinions. The best thing about this evolution is that it is providing more choice and variety for those who want to engage with fashion. It is great that those who want to be a model can find a way to achieve their dream, but it is even greater that those who want to design for a brand can do so too. This should not be seen as a competition but rather an opportunity for everyone involved to explore their innate creativity and bring something new to the table.

Marc Jacobs

Is Marc Jacobs a brand you would like to work with? Why?

I would love to work with Marc Jacobs, mainly because of his unique point of view on fashion. Marc Jacobs is best known for his eponymous fashion house, which he founded in 1977. He is considered one of the greatest and most influential designers of all time. It is no secret that I am a big fan of Marc Jacobs, as he has been one of the most influential designers in my own personal style journey. If you compare my own style evolution over the years to that of a typical Marc Jacobs design, you can see that the two are extremely similar. It is this aspect of our shared style which draws me to work with Marc Jacobs. He is known for his impeccable taste and unique ability to combine different styles and create something entirely new, which makes him a great collaborator for an eclectic mix like me.

Dior

Who is your favorite designer of all time and what do you like about their designs?

My favorite designer of all time is Dior. I love their unique interpretation of femininity which is why they are one of my favorite luxury brands. When it comes to my personal style, I would describe myself as a romantic who enjoys wearing pink and lace. This is why I love Dior, as they consistently bring romance, glamour, and sensuality to the table through their designs.

Even when they were at their lowest ebb, when the economy went into a tailspin and sales were down, I always managed to find a way to buy a piece of Dior. This says a lot about their quality and the enduring appeal of their aesthetic.

Ralph Lauren

Why did you choose to develop your own company specifically within the fashion industry?

I chose to develop my own company because I saw a niche within the fashion industry which needed to be filled. I entered the market when there was a gap in the market for a high-quality luxury lingerie brand. This was back in 2010, when none of the major lingerie brands had truly upped their game. They were all doing okay, especially compared to the level of design, quality of materials, and overall finish which I was able to attain with my own brand. This is why I see my own company as a unique proposition in the market today.

BFFs (Best Friends Forever):

What is your opinion on friendship in fashion?

I am friends with a number of famous fashion designers and have seen first-hand the benefits of forming close knit groups of people who are supportive of each other, both on and off the job. I have friends who are Marc Jacobs, Dior, Ralph Lauren, and more. It is important to have friends in this industry, as it can be a lonely place working alone most of the time. Having friends who you can confide in and can call on when you need support is invaluable. This support can come in the form of honest advice, a shoulder to cry on, or even just someone to talk to. Most of these friends are some of the most influential people in my personal style journey, so it is safe to say that friendship in fashion played a huge role in the way I see the world today.

Off-duty & On-the-Go

What is your approach to fashion when you are off-duty and on-the-go? Do you think it depends on the occasion?

When I am off-duty and on-the-go, I usually go for comfort. I think that this changes a bit depending on the occasion. If it is a day off, then I will get ready for the day as usual. However, if it is a special occasion, then I will opt for something more casual. For example, if it is Mother’s Day, then I will get ready in a pretty dress and high heels. If it is a birthday, then I will wear something more modest.

These days, fashion off-duty and on-the-go is something which evolves with the times. For example, when social media first came about, it was mainly used by celebrities and the very wealthy. Now, it is a tool which everyone uses. This is why when we are off-duty and on-the-go, we usually want to be accessible through our smartphones. We want to be able to upload a picture whenever we want and share it with our friends. This is why when we are off-duty and on-the-go, style always wins out over substance.

Style Icon

Which style icon are you and why?