Juanita Page, a 33-year-old designer, made a significant impact on the second day of Australian Fashion Week with her menswear label, Joseph and James. Four years ago, she debuted the collection in memory of her father and life partner. It gave a great insight into Page’s radical perspective on menswear and the inclusion of First Nations models taking over the fashion scene. The event celebrated all of Page’s amazing achievements. Amidst the VIP launch shenanigans, it paid tribute to the 60-year legacy of acclaimed Australian fashion house, Carla Zampatti.
Leading up to her show, Page said she was feeling both pumped and anxious. She threw on a vibrant pink cardigan that she had made herself. Beneath it, she wore a white t-shirt with the cheeky phrase printed on it, “I’m bored, wanna come for tea? The playful announcement was emblematic of her design sensibility—one that intertwines biography with creativity.
The diverse collection included 25 models, with the incredible Indigenous Australian model and actress Charlee Fraser, as a show-stopping lead. In a climactic ending that really proved her representation over everything motto, Page sent 10 First Nations models down the runway. Connecting with community Page’s goal is to reshape the industry’s perception of menswear, primarily through representation and inclusion. This mission frees men to explore the breadth of fashion that women are liberated to embrace.
A Celebration of Culture and Personal Connection
Through her collection, Juanita Page sought to merge her individual narrative with the collective Black experience. She mentioned that through every design, you can see what she and her family value and love.
“Whenever I’m designing a range, I often think back on what’s important to me and my family,” – Juanita Page
The ties to her family are strong. Her mother even helped name the collection, fulfilling a prophetic vision of Harriet’s. Page described a dinner table conversation where her mother proposed “gathering” as the ideal title.
“My mum actually named the collection when I was talking to her about it, because I didn’t know what to name it, she was like ‘it’s gathering, that’s what it is, that’s what we do, bub’,” – Juanita Page
This recognition of the familial bond does not stop at calling each other by names. It links inextricably to the spiritual and cultural story that Page ultimately wants to express through her garments. This collection will be a fertile space for creative experimentation. It combines creative expression with memory, creating pieces that are more than just clothing but narratives waiting to be told.
Pushing Boundaries in Menswear
Juanita Page’s vision far surpasses the box of traditional menswear. Creativity and diversity has been sorely missing in this space, she says, especially for men.
“When I studied for the first time back in 2012, I noticed that everyone was doing womenswear, and it made me think who was designing for anybody else?” – Juanita Page
Together with Joseph and James, she hopes to give men the same opportunity to explore personal style that is more available to women.
“The uniqueness that I can bring to menswear is the freedom that we have as females, as women who grow up going to a friend’s place, having a play with other people’s clothes, shoes and finding our personal style,” – Juanita Page
Her collection encourages men to play with their style and use clothing as a way to portray who they are as a person. This philosophy dovetails nicely with Page’s dream of creating a more inclusive, bespoke menswear experience.
Behind the Scenes: Preparation and Anticipation
In preparation for her production, Juanita Page made it a priority for the models to look and feel their best. Before they hit the runway, she pampered them with LED therapy masks focusing on their skin and state of mind.
Looking back on how she felt leading up to the show, Page acknowledged that she was nervous but giddy.
“I’m feeling a little nervous, but it’s excited nerves,” – Juanita Page
This combination of feelings is a testament to all that this moment means to her personally and professionally.
“It’s a huge milestone for us as a brand, and to be able to have your name on something like this feels very significant,” – Juanita Page
The show’s unique seating arrangement – the arena floor was covered with risers creating a tiered seating arrangement – deeply immersed attendees into the performance.
“The way we’ve set out the chairs, everyone’s got a front row seat and it’s all about sitting across the table from someone, having a nice meal and cherishing those moments,” – Juanita Page
This uniquely personal touch created a warm and cozy vibe that coincided with her goal of encouraging guest mingling.
