interview
Joana Almagro Exclusive: Behind the Scenes of Her Spring/Summer 2025 Collection
In her latest Spring/Summer 2025 collection, Joana Almagro redefines luxury with a fresh take on elegance that’s both timeless and cutting-edge. Drawing inspiration from vintage Italian charm and sustainability, each piece in this collection showcases her signature blend of handcrafted quality and modern flair. From peek-a-boo bustiers adorned with pearls to reimagined cocktail dresses with a youthful twist, Joana’s SS25 collection is a masterclass in blending luxury with effortless style.
Join us as we delve into the journey and inspiration behind this stunning collection, where every detail tells a story of innovation and individuality.
From Nursing to the Runway: The Journey of Joana Almagro
Could you share your story of how the Joana Almagro collection came into being?
The story of Joana Almagro begins with my name and a dream that felt worlds away. Originally, I was a registered nurse in the Philippines, which led me to live and work in the UK. But the call of fashion was too strong to ignore. Driven by passion, I enrolled at Manchester Metropolitan University (Manchester School of Art) and graduated in 2016 with honors in BA Fashion.
Recognition came swiftly—I was a finalist at the Bilbao Fashion International Art Competition and later showcased my work at London Fashion Week’s Graduate Fashion Week, where I was named one of the UK’s top 50 emerging designers. This led to a significant moment when the Manchester Art Gallery commissioned one of my designs for their NOW 14-18 exhibition, a tribute to the Suffragettes.
My journey continued with collaborations on exclusive designs, including attire for ORIS SA’s Geneva Watch Convention, and most recently, my debut at London Fashion Week’s Digital Presentation for Spring/Summer 2025. My creations have since graced the pages of esteemed publications like Harper’s Bazaar Vietnam, InStyle USA, L’Officiel Arabia, and of course, Fashion Herald Magazine.
A Philosophy of Elegance: The Joana Almagro Design Ethos
How would you define your design philosophy? Is there a particular message you aim to convey?
The Joana Almagro brand is rooted in simplicity, elegance, and exclusivity. Our process starts by sourcing unique, end-of-line fabrics from renowned mills in Italy, Switzerland, and the UK. Based in Zurich, I can explore these regions to find exquisite, often overlooked materials. Italy, in particular, provides us with experimental textiles that would otherwise be discarded.
At Joana Almagro, each piece is handcrafted with a commitment to exclusivity. We avoid mass production to ensure that every garment is one-of-a-kind. Once a fabric is used up, it’s time for new discoveries—fresh materials and innovative designs, each season bringing a unique collection to life. This approach allows us to offer our clients garments that are as rare and luxurious as they are distinctive.
Spotlight on Spring/Summer 2025: A Fresh Take on Modern Glamour
Could you share details about your latest Spring/Summer 2025 collection? Are there any standout materials or trends you’re embracing?
Our Spring/Summer 2025 collection introduces a blend of viscose and cotton with stretch elements, giving each piece a refined yet relaxed feel. Sustainable touches are woven throughout, featuring recycled ostrich feathers, pearls, and crystals.
The collection’s highlights include a peek-a-boo bustier with princess off-shoulder details, as well as a reimagined cocktail dress layered with casual elements like a T-shirt, adorned with bursts of pearls and crystals for a look that’s modern, youthful, and effortlessly cool. Signature A-line midi skirts and dresses come with updated asymmetrical cuts and delicate frills. Each piece exemplifies our commitment to Demi-couture—a seamless fusion of luxury and contemporary style.
Crafting Stories Through Design: The Inspiration Behind Joana Almagro
Could you walk us through your creative process? Where do you draw your inspiration?
Inspiration flows from my travels and experiences across Europe, particularly from architectural marvels and iconic museums in Italy. The vintage charm of Capri, Sorrento, and Naples heavily influences my designs, as do 1950s and 60s-era books filled with imagery that transports me to an era of classic elegance.
Hidden gems from antique shops and flea markets also shape my creative process. I often visit London’s Borough Market and Portobello Road, where each find adds a unique story to my designs, resulting in pieces that feel both historical and distinctly modern.
Staying True to Vision: Balancing Timeless Style and Modern Trends
Fashion is fast-paced. How do you maintain Joana Almagro’s unique style amidst evolving trends?
At Joana Almagro, we focus on crafting timeless pieces rather than chasing fleeting trends. Our brand is built on values of individuality and quality, resonating with a loyal clientele who return for our distinctive and enduring style. We embrace a design philosophy that celebrates originality while adapting to contemporary aesthetics, creating pieces that feel relevant yet timeless.
For new customers discovering us, Joana Almagro is a hidden gem—a brand where every piece is crafted with dedication, exuding a cool elegance and the ethos that #dreamsarehandmade.
Also, check out Joana Almagro’s swimwear collection at Swim Week Las Vegas Powered By Art Hearts Fashion below :-
Spring/Summer 2025 Production Credits
Director: @wongwannawat
Video: @furiibo
Photography: @lostbryan_
MUA: @makeupby_ivy_sb , @inyaschleiss , @kets_academy
Models: @susyycarlyle , @yelahina , @itsangelaelani
Venue: Rechberggarten Zurich Switzerland
