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 her label, Joveeba.

2006 saw the brand present its first solo show at Mercedes Australian Fashion Week, introducing the label to the greater fashion industry. From this moment Joveeba has been fast tracking its way onto the must-have lists of girls from coast to coast.

Inspiration comes from Cotton’s surrounds… soaking up rays on Bondi Beach, seeing great live music, humming along to Grace Woodroofe, afternoons spent trawling markets with friends 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 my best friend, 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.