Joana’s structured approach through a refined use of knowledge in art history combined with personal subcultural influences contribute to the compositions of her bold styling.



What did you do 13MIN AGO?

13 MIN AGO I hung up my laundry on my balcony - one of my favourite housekeeping exercises.

If you could use one metaphor to describe you as an artist/ work - what would it be?

Just give me a bunch of random clothes, and I will create an image within seconds that describe my style as a stylist. I cannot put the image into words but I can promise that the looks are dressed to the nines. Always giving 110%.

If you hadn't ended up doing Styling, what would have been your plan B?

Styling is actually my plan B. After several internships and my tough formation in Paris, I’m doing what I’m doing best: Styling. I cannot imagine doing something else anymore but initially I wanted to become an editor at a fashion or art magazine.

How does a typical day in your creative life look like?

Organisation is the key. I'm thoroughly perfectionistic and need a well organised environment which is why I start each day by checking emails, editing my schedule, phone calls, etc.. After that I take the time for myself and please my mind with inspiration for upcoming projects.

How would you define your artistic practice?

For me, it doesn't matter what kind of job it is, whether commercial or independent: I always try to implement an intellectual knowledge of my personal background which is once the field of art history and my own experiences I derive from living in Berlin. I see the beauty in the unexpected which gets transmitted by the human body. Also, I am trying to have a focus on very young talents, because I believe that the young creative generation has to stick together and support one another.

What is your survival kit for the creative industry?

There are two major guidelines I’m channeling while working which get me through most of my jobs:

  1. There is always a solution even if the problem seems impossible. I probably would not have believed that guideline myself during the first jobs, but once you grow into it and have dealt with several situations, you know what to do and how to make it work. In the end, no one will see the difficulties you have in the process of creation.

Although fashion is my passion, my second guideline is:
  1. It is only fashion, and it doesn't save lives. It’s a job to please the eye. Just don't forget to breathe, even if work is quite stressful. Keep that in mind and I promise that the result will be the best.

Do you think it's necessary for you as an artist to sell yourself as a brand?

It purely depends on from which perspective I have to answer the question. From the superficial, Instagram-based side, in which “my life is so great and only full of sunshine”, and “look at my sleek and expensive, sponsored outfit”, I cannot identify with those creatives selling themselves as a brand based on their personal style and one click away hypes.

But from the “flipside” perspective, it has become extremely important to always leave traces in the form of a personal (footprint) signature. As a creative, you cannot lurk around because there are many traces of others on the floor already.

What is it like to be a young artist living & working in Berlin? What keeps you stimulated?

Sometimes I even find inspiration from the most ordinary situations only by stepping out of my front door which is why I never intentionally hunt for it. It just happens. Living in Berlin as well as Paris is kind of a gift for a creative as both cities are so different from one another and keeping me constantly on a dynamic mental run of thoughts and ideas. Also, those cities are a breeding ground for subcultures and niche groups giving life and character to them.

Your proudest moment?

Most of my proudest moments happened during Paris Fashion Week as I was working as head of show production. Once I had to stop a police roadblock to get the collection for the show. In Paris this seems nearly impossible, as the French police are very strict in terms of their rules. But somehow I made it happen and the show went great. The passion for this job always let me go that extra mile surpassing myself in the end.

How would you define originality today?

Originality goes in one hand with a personal signature. Always respect the work of other creatives, and do not copy. The current Balenciaga case where the brand obviously copied a creative concept of a UDK student shows very accurately that originality today is rated in a very different way than it should be.

Do you believe in the saying “Fake it until you make it?”

Not at all. Although working in fashion is already tough, everyone should start from the bottom to learn, experience and challenge how to become successful without the need of “faking”. My perception might be “old-fashioned” but I believe only if there is a certain degree of passion, you can achieve a level of professionality. The industry is already full of people who have faked it until they thought they made it. But true handcraft and passion will lead you to the right place.

What do you think makes a good collaboration?

An intermixture of different mindsets and talents will always bring up the right variety.

Why is artistic collaboration important to you, especially in a world that demands meaning and purpose?

Only in that way you can perceive your work from a different angle while stepping out of your comfort zone. It's a steady process of growing your talent and nourishing your creativity when collaborating with different artists.

What do you think are the toughest ethical questions in the creative industry of today?

The waste of money. The industry's pace is too coordinated to its own cash flow wasting too much money on shows and commercials. Although this defective, seasonal concept pays my bills, I feel caught in the system as it is also my passion. This ambivalence and imbalance should become communicated even more to hopefully break the system at one point.

What do you feel the creative industry is lacking?

Humanity, equality, and respect. Those three values belong to my working philosophy I bring to each of my jobs and teams. I know it's a drop in the ocean but at least creates a comfortable work environment as everyone is an important part of the final result no matter which position.