Stirring a spirit of wild wanderlust, Shona Joy’s new collection of minimalist bridal dresses cascades against a dreamscape of blanched limestone cliffs. Shot on the Grecian Island of Milos, muse Alexandra Agoston embodies the carefree spirit of the La Lune collection. Illuminating a beauty inherent in simplicity, the collection spills with iridescent silks and billowing sleeves carried by the wind, inspiring effortless weddings along crystalline coastlines.
Synonymous with understated, minimalist bridal wear, Shona Joy’s collections are buoyed by a sense of lightness and ease. With molten-like silk fabrications gliding over every curve and contour of the female form, La Lune feels more like a second skin. These seemingly simple silhouettes are nuanced by unexpected detailing, punctuated by airy, floating sleeves and subtle cut-outs in all the right places, hinting at skin kissed by the sun. Simple gowns are reimagined with asymmetrical necklines and whispers of barely-there lace-up backs. Midi dresses are accented with trailing, pearlescent buttons and textural ruching. Artful in restraint, La Lune speaks to the modern minimalist at heart looking for gowns that shapeshift from day to evening.
Spilling with effortless ease, each gown is exquisite as a stand-alone statement. As beautiful with bare feet as a pair of heels, they’re pieces to adorn with nothing more than a simple veil or quietly embellish with hints of natural, freshwater pearls.
We chat to designer Shona Joy about the collection and dreamy new campaign…
“Formal isn’t our thing, when I envision our brides I like to see her barefoot on a beach; no-fuss, no-frills, free-spirited, and uniquely her.”
This campaign is the embodiment of the overwhelming wanderlust we’re all feeling right now. Tell us about the inspiration behind the new collection, and this dreamy Grecian location…
Milos was a location that our photographer Jess Ruscoe recommended to us and when we heard the history of the island, we knew it was the perfect location. It’s famously known for the discovery of the Venus De Milo, so not only did it provide the idyllic setting in the stone cliffs and Aegean charm, but there was this beautiful synergy in showcasing our simple and effortless bridal gowns against the luminous stone island where the statue of Venus was discovered. It was pure magic.
Alexandra Agoston is the stunning face of this new campaign. Why was Alexandra your choice for this shoot?
We never want these campaigns to feel traditionally “bridal” – so when we’re casting, it’s all about an undone aesthetic and a girl who’s natural, sun-kissed, and free-spirited. Alexandra just embodies all of that.
She’s also an ambassador for Parley For The Oceans and a climate activist, which was a beautiful alignment as our bridal and La Lune capsules are now made using eco-conscious LENZING™ ECOVERO™ viscose fibres. The sustainability space is one that is really important to us as a business and one we’re continuing to evolve.
Your bridal collections are infused with Australian soul – languid silhouettes in luxurious fabrics. How do your surroundings in Australia influence your design process?
The environment influences just about everything we do – from the colour palette of our collections to the inspiration for our natural fabrications. One thing we’re really proud of at SJ is only working with natural fabrications and we’re constantly trying to do better in this space.
The La Lune bridal collection is the stepping stone for us, it’s now made using eco-conscious LENZING ECOVERO viscose fibres which have 50 per cent less greenhouse gas emissions and water impact than standard viscose. We’re also transitioning our new Luxe bridesmaids collection (launching in October) to be made using recycled polyester fibres.
It takes time, and we’re learning that no one can claim to have the solution just yet. But we’re committed to making small steps and we feel really fortunate to be able to make these transitions. Watch this space!
Your debut bridal collection was launched in the midst of such a shapeshifting time, tell us about the changes and evolution you’ve seen in bridal and what you feel your brides are gravitating towards?
Brides are now more than ever focused on personal style and versatility, they’re not only investing in their wedding gown. They’re buying for a range of events in and around the wedding. What was once all about the ceremony look has now become about the “wedding wardrobe”, from the ceremony to the welcome events, rehearsal dinner, reception, and the after-party, along with the aisle. I think that’s why brides are gravitating towards our designs. Not only do we offer beautiful bridal gowns, but our designs can be worn across any event for your wedding.
We love how effortlessly simple but masterfully cut each Shona Joy bridal piece is, nuanced with detailing that makes sure understated pieces always feel unexpected – tell us about some of the design details in this collection…
Long sleeves, open back details, and higher necklines are the design features of this collection. However, our bridal designs will always stem from the same ethos; developed with simplistic elegance and glamour in mind. Because of this, we spend a lot of time perfecting the fit of our gowns and this requires impeccable tailoring. When a gown is so simple and minimalist, this is so important!
Your favourite piece from the collection and describe the wedding you envision it being worn to?
The La Lune Bridal Tuxedo isn’t a new design but will forever be a personal favourite of mine. Formal isn’t our thing, when I envision our brides I like to see her barefoot on a beach; no-fuss, no-frills, free-spirited, and uniquely her.
Where can brides purchase a Shona Joy bridal gown?
We’ve now started stocking our bridal collections at specific retailers including Revolve, Harvey Nichols, Nordstrom, Tootsies and Coco & Lola (in AU).
And of course, brides can always shop via our website shonajoy.com.
The songs on repeat in your studio while designing this collection?
Leon Bridges – ‘Here In My Arms’
Bon Iver – ‘Perth’
Rhye – ‘Song For You’
Ludovico Einaudi – ‘Una Mattina’
View the new Shona Joy La Lune collection via the Shona Joy website and online store.
Photography & Production / Jessica Ruscoe
Videography / Joe Davis
Model / Alexandra Agoston
HMUA / Margot Priolet
Styling / Freddie Fredericks
Styling Assistant / Alexandra Chloe
Producer on Location / Denis Piereschi
Agent / Scala Management
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