Joyce, what aspects of your design philosophy from your time at Madewell are you bringing to this SS25 collection?
My design philosophy has always been centered around creating pieces that seamlessly integrate into everyday life while still feeling elevated. I always strive to include something unique or unexpected in each design—whether it's through an unexpected texture, a playful proportion, or a surprising detail. . For this SS25 collection,I brought that same ethos, focusing on natural fibers and incorporating special details like hand-woven textures. I wanted to bring a sense of playfulness through wearable patterns, executed through hand-blocked prints, and balanced fresh, crisp colors perfect for Spring.
How has your experience in the industry shaped your approach to designing for a new season like SS25?
Designing for a new season is always exciting, especially with new product categories. Over the years, I've worked on various apparel and accessory categories, which has been invaluable in shaping my approach. This time, working on childrenswear was particularly exciting! The collaborative process with Shaila was incredibly natural and dynamic. We started with fabrics, textile treatments, prints, and colors and worked together through texts, mood boards, and video calls to create something special—simple, classic shapes with playful proportions.
What are your key inspirations for this collection? Where did you draw your creative energy from?
I drew inspiration from World of Crow’s incredible artisan fabric archives, steeped in history and craftsmanship. I also looked to the vibrant energy of Mexico City, where the lush green parks, the colors of the architecture, the art scene, and the cuisine all came together in a beautiful, creative tapestry. We chose to photograph our muse, writer and curator Su Wu, and her children, Isadora and Octavio, in Mexico City to capture that spirit of creativity and family life.
How do you balance trend awareness with timeless design?
I enjoy observing emerging trends, but I believe true design comes from creating timeless pieces with a fresh, modern twist. By focusing on proportions, intricate details, and unique textiles, I aim to create pieces that feel both timeless and relevant to the moment.
About the Collaboration & Collection:
What drew you to collaborate with World of crow on this SS25 collection?
When Shaila approached me to design a capsule of women’s and kids’ pieces, I was thrilled. I've always wanted to design for children, and creating childrenswear as an extension of the women’s collection felt like a dream come true.
What unique perspective did you bring to World of crow's aesthetic?
I’m deeply drawn to The World of Crow’s approach to craftsmanship, particularly their use of handloom fabrics and commitment to preserving traditional artisanal techniques. My goal was to introduce a modern, playful energy to these textiles, incorporating bold stripes, dots, and textured solids. The result is a collection that’s effortless, versatile, and perfect for everyday wear.
What are the standout pieces in the SS25 collection, and what makes them special?
The kids’ pieces are especially close to my heart—my daughter, Poppy, was a key part of the design process, offering her favorite silhouettes, colors, and patterns. My personal favorite is the bubble top and skirt, which come in both dots and stripes. I love how the prints can be mixed and matched for different looks. For the women’s pieces, I’m proud of the versatility. They can be styled in a variety of ways and serve as a blank canvas for personal expression. One standout is the long dot skirt, which is a shared print in both the kids' and women’s collections.
What kind of person do you envision wearing this collection?
Su Wu, who we photographed for the campaign, embodies the spirit of this collection. She's a creative, stylish mother with a lifestyle that reflects the collection’s easy, versatile silhouettes. She wears pieces that are as much about personal expression as they are about comfort and practicality.
How does this collection reflect the spirit of Spring/Summer 2025?
This collection is all about optimism, ease, and fun—a reflection of the warmth and vibrancy of Spring and Summer. We’ve infused it with fresh, bold colors and patterns that feel joyful and energetic, while also keeping the silhouettes light and comfortable for the season and beyond.
What are you most excited for people to experience with this collection?
I’m excited for people to experience how the collection can seamlessly integrate into their lives—whether they’re looking for something playful and unique for their children or a versatile, stylish piece for themselves. The fabrics, the colors, the mix of prints—there’s so much to explore and enjoy.
What specific materials were chosen and why?
We chose natural fibers that feel breathable and comfortable for the warm weather of Spring and Summer, all are handloomed, soft cottons. The textures are key, too—handwoven fabrics that highlight the artistry behind them. These materials reflect the craftsmanship and timeless quality I want to bring to each piece.
What trends do you see shaping the future of fashion?
I think we’ll see more emphasis on sustainability, with brands increasingly focusing on ethical production practices, and a deeper connection between consumer and maker. I think there will be a continued shift towards versatile, easy-to-wear designs that prioritize comfort without sacrificing style.
What's next for Joyce Lee?
I’m excited to continue collaborating with brands on projects that push my design skills across different mediums and product categories. I’m always passionate about working with like-minded creatives and exploring new avenues of design.
How do you feel about the current state of womenswear?
The market offers a lot of options, which is fantastic in many ways. However, I feel that thoughtful design, high-quality fabrics, and craftsmanship will always stand out. It’s also crucial for people to understand the stories behind the garments—the artisanal skills, the ethical production practices, and the commitment to sustainability that make these pieces truly special. It’s something I’m proud to be part of with a brand like The World of Crow.