Joveeba

After a stint studying Fashion and Textile Design in her hometown of Perth, designer Alison Cotton threw it all in and on whim, and informally launched Joveeba.

In 2006 Joveeba held their first solo show at Mercedes Australian Fashion Week, introducing the brand to the fashion world. From this moment Joveeba has been fast tracking their way onto the must-have lists from girl from coast to coast.

Inspiration comes from Cotton�s surrounds� listening to reggae music and The XX, talking to KT (her best friend ), sitting in the sunlight, seeing reflections, humming along too Grace Woodroofe, trying to hold onto fleeting moments and day dreaming about what every girl needs in their wardrobe�

"Our girl is imperfect, open and authentic" says Cotton "she is the girl I see on the street, she is KT, she is me � I like to give that girl a voice."

Joveeba�s spirit has not only intrigued the girl next door but has caught the eye of boutiques and media around the globe with the label showing up on the likes of Miranda Kerr, Kristin Cavallari, Natalie Bassingthwaighte and Rumer Wills and in the pages of Harper�s Bazaar, Russh, Madison, Marie Claire, Frankie and Grazia Magazine.

With Joveeba HQ now in beautiful Sydney, the label has become known for their ethos of spirited, laid-back cool.

Light-hearted reinterpretations of classic shapes and unique detailing surprise and inspire Joveeba�s loyal fans season after season, and ultimately keep them coming back for more.