Aimee Joyce

Aimee Joyce is a London-based designer and founder of Aimee Joyce London, an independent womenswear brand rooted in craftsmanship and modern femininity. From as early as she can remember, Aimee always knew she wanted to become a designer. What began as an instinctive creative calling later evolved into something far more meaningful, as she discovered the profound sense of purpose she found in empowering women through her clothing. Creating pieces that allow women to feel confident, feminine, and entirely themselves has become her greatest motivation, and remains the driving force behind her brand and its future.

Self taught, her education has been shaped through focused specialist short courses and hands on experience in Milan, gained directly within the atelier. Rather than following a traditional academic path, she developed her skills through practical immersion, learning on the job and refining her craft through discipline, observation, and repetition. This unconventional route created both technical understanding and an intuitive sensitivity to fabric and form.

She spent seven formative years living in Italy, where her heart still remains. This period profoundly influenced her aesthetic and sensibility, instilling a deep appreciation for artisanal construction, refinement, and timeless elegance. She later worked within the couture house Ralph & Russo and attended specialist classes with Jon Moore of Hardy Amies, couturier to The Queen, further refining her craft while strengthening her technical expertise and developing a deeper understanding of the business of fashion.

Aimee’s approach to her work and career has always been defined by a willingness to step beyond comfort and familiarity. She has consistently sought environments that challenged and stretched her, allowing experience to shape her practice rather than convention. This non linear path has become central to her identity as a designer, underpinning her values of independence, resilience, and an unwavering commitment to her passion.

Now based in Notting Hill, she designs ready-to-wear and couture, with each piece designed in London and defined by refined silhouettes and thoughtful construction. Her particular specialty is draping on the stand, designing directly on the mannequin allowing the fabric itself to guide the shape and movement of the garment, perfecting its proportions.

Outside the studio, she draws inspiration from the elegance of ballet and the quiet romance of British tradition. On weekends, she enjoys escaping to the countryside, where she finds moments of stillness and reflection, often settling into a quiet corner of a traditional country pub for downtime.