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Hayley Joy

How my fabric print journey is teaching me patience!

This is a perfect example, of the patience that I’ve learnt, on my iPhone photo to fabric design journey.

A Lilac rose print.
Lilac Roses

Patience is something that eludes me in most areas of my life, because my mind races continuously with pattern, print and of course colour, and I want to see them all, now! The introduction to Photoshop for the final stage of the building of the fabric prints, has humbled me, and I now know that what I see in my design brain, requires many hours of patience, to achieve the final result. This rose print, that I created from a photo that I took with my iPhone, of a beautiful pink rose in my garden, and then put through some very interesting apps on my iPad, is an example of the patience that I’ve learnt on my photo to fabric design journey.

Rose photo edited in iPhone and iPad apps

I built this rose print from scratch, and out of interest I’m logging the hours for these prints. This one took 15 hours. It was intense because it’s the first time I’ve gone down this print road, but the result has been so incredibly rewarding. I’ve seen the samples on, and they do exactly what the plan is, fit and flatter, and offer the colour that my market so desperately want to wear.

Hayley Joy, Miracle Shape top, in Lilac Roses

I design for a hugely diverse market, and my objective when planning the prints, is to always take into account how much cover I can achieve, whilst still offering the maximum amount of colour. The lighter colours are a challenge because they tend to show every lump and bump, but when you choose a crazy colour like this vibrant lilac, and you cover it with roses, which just happen to be one of my favourite flowers, you fool the eyes of the beholder, because between the colour and the print, there is so much going on, that lumps and bumps don’t have a chance to feature.

Not sure how many of these marathon prints I can do, but I’ve dreamt of a print like this for so long, and knowing that I can create it myself, makes me a very happy fabric and fashion designer.

❤️ Hayley

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Not because I’m clever, but because I’m soooooo damn determined!

Being able to share this print journey with you, from a photo taken by me on my iPhone, to a complete garment, is indeed a very special moment.

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Ordinary to Extraordinary.

This is a print journey that starts with an out of focus orange Gazania Daisy taken in my garden, and ends in a fabric print that I’m so incredibly proud of. I spent days figuring out a way to get to the final result, and I do think that I went to the moon and back…probably unnecessarily…but it was sooooo worth the result, considering I don’t really know very much about fabric design. What I do know though, is that you don’t have to be clever, you just have to be determined!

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Out of focus, Gazania daisy, about to embark on a very exciting editing journey.

So what to do with an out of focus photo? I’ve been incredibly lucky to be part of the iPhone Photography School, and have been introduced to so many amazing apps, that are available to us all via the App Store. As I was about to delete the photo, I changed my mind and converted the ‘bad photo’ to black and white. Violá, totally blown away, I loved that the sprinklings of pollen looked like glitter.

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Converted to black and white, now I’m sparkling.

Whilst playing around in numerous apps I tried a mosaic effect, but I realised that it’s very in your face, so I carried on experimenting, and then happened upon a grunge filter which was perfect.

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The journey to get to the mosaic print.

On my buying trips to Hong Kong, I used to see these kinds of prints, in these grunge colours, and I so yearned for somebody to import them into South Africa. I was just never able to get any of the importers to understand the need for these kinds of prints. Being able to design them myself, and print them, and then manufacture collections out of them, is down to pure determination.

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Grunge print.

I’m passionate about Roses and could quite happily put them on every future print. I took a photo of a beautiful pink rose in my garden, and put it through the same grunge process.

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Pink rose from my garden.

I then went on an editing journey that took a very long time, actually an insanely long time, because I’m such a perfectionist. I’ve come to realise though, that if I want perfection, I’m going to have to learn patience.

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From B&W to Grunge…because anything is possible.

Placing the roses perfectly in the lines of the mosaic was a mammoth undertaking, but I taught myself how to do it and this Grunge Rose print is the result.

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Dreamed by me, designed by me, printed by me…I love the sound of these words.

I’ve printed it in plain, and then I had some real fun with it in my numerous apps, and I came up with some fun prints by adding coloured hearts. Hearts and roses work really well for me, they make me happy.

Knowing that this process starts with a plain piece of white fabric, and in a couple of hours it’s printed fabric, and in another couple of hours, it’s a fabulous Plus size, Miracle shape top, makes me a very happy fabric designer, and an even happier fashion designer. I now have access to anything and everything I dream of, because if I dream it, I can now have it.

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Grunge print, Miracle shape top designed by Hayley Joy

 

❤ Hayley

Pretty in Pink

After a marathon fabric shopping excursion, I stopped to get some water, and there was a bunch of pink roses at the door of the shop.

There they were in an ugly bucket, on an ugly stand, in a dull concrete environment. I stood staring at them, thinking about how even in a really bland setting, a pretty bunch of pink roses, will always be pretty.

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Pretty Pink Roses

I suppose this philosophy can be applied to so many areas of our lives. Pretty is pretty, no matter the circumstances, and it’s up to us to take the time to smell the roses, and see the beauty.

In my line of work, I spend as much time selling Plus size fashion, as I do convincing my clients to see the good in themselves. A pretty heart is just as important as a pretty face, in actual fact I’d go so far as to say, that to have a pretty heart is so much more important than having just a pretty face. Body image is a very sensitive issue and that’s why I always design with the intention to make my clients feel amazing about themselves.

Spending the day in an outfit that gets loads of compliments, will automatically make you feel pretty.

I hope my photo (taken by me on my iPhone, and edited by me with my knowledge gained in an online iPhone photography course run by Emil Parkalis), brings some prettiness into your life.

❤️ Hayley

A commitment to all Shapes and Sizes.

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Veronica, my true inspiration.

Being able to dress any size, and any shape, in my Plus size collections, is the highlight of my design career. When I opened Hayley Joy, I was determined to create an environment, where every woman felt welcome and respected.

My brief to Hayley Joy production was that every style I designed and put into production, had to be able to be sized from a Small to a 7XL, so when we worked on the new Miracle Swing camisole, I held my thumbs that it would look amazing on all sizes.

This photo of Veronica who is one of my oldest and dearest customers, proves that we are absolutely on the right track. I’m loving every minute of pushing the design boundaries for Plus sizes…NOTHING.IS.IMPOSSIBLE, and Veronica is the perfect example of that philosophy.
❤️ Hayley

 

Miracle armholes for a Miracle camisole.

A recurring request is for a Plus size sleeveless garment that is respectful to odd and Plus size shapes.

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Pink floral, Viscose Lycra, Miracle swing camisole.

What is that requirement? Well it’s all in the armholes. I have patiently engineered the armholes on this garment. The secret is that all the bits need to be tucked away, so that we wear a sleeveless garment comfortably, without worrying about who can see what, hanging out.
I’m extremely proud of this Miracle camisole shape, that I’ve introduced to the Hayley Joy collection. It does everything it needs to do. I’ve kept the top semi fitted, and swung from the waist to allow for ease of wear.

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Aqua floral, Viscose Lycra, Miracle swing camisole.

Whilst working on this shape, I came to understand, that it is important to take into account, that there are many Plus size women whose arms are perfectly acceptable, and there are also those woman who have learnt to embrace their shapes, and are far more concerned about being cool, than what yours and my opinion of their arms are. It’s for this reason that I designed this respectful garment in two lengths. There is normal camisole length and then I’ve introduced a length that’s just on the knee, and works brilliantly as a costume cover, or is perfect over leggings. It’s a fun look, and one that I know you will enjoy wearing, from a comfort perspective.
❤️ Hayley

 

New Season, New Shape, New Collection…it’s called Ethereal.

Exciting times in Hayley Joy production…we’ve been developing a new shape, the Hayley Joy Miracle Flare Top, to add to our Plus size Miracle top collection.

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A Top called Ethereal.

With this style, my brief to my production team was ‘Ethereal’, I wanted something floaty but flattering. The challenge is always to be able to size from a Small to a 7XL without losing the aesthetic. My commitment is that every style must be able to be produced in all sizes. I also wanted a different sleeve design, I wanted a beautiful floaty sleeve, that would look feminine, be flattering, and above all else, be cool.

Huge advantage to being the in-house model…I get to try all new samples on. I’ve tried it on, and it’s a winner. I loved the feel of this top and I know you’re going to love it.

❤️ Hayley

The simplicity of the Hayley Joy Miracle Shape top.

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Black and White Spot, Miracle Shape top.

How do I explain to you via a social media post, how incredible the fit of this very simple Plus size, Miracle Shape top is? The best I can do is post this photo, and tell you that after all these years, I still marvel at how the simplest of fabrics and designs still have the ability to blow me away.

When I first tried it on, my instant reaction was…wow look at how much shape I have, even after a ‘bit of a fall off the weight bus, winter’…eeeek!!
The fabric is definitely the reason for the wonderful fit. It is lightweight and has a slinky feel to it, but it doesn’t cling.

I’ve kept the design very simple and am letting the fabric shine this time. If you’re looking for a simple, casual, comfortable top for everyday, this is it.
For those of you who have already bought it, thank you for the feedback and I’m glad you are enjoying the simplicity and comfort.
❤️ Hayley

Sizes S – 7XL
Price: R699 (S-4XL)
R750 (5XL-6XL)
R799 (7XL)

Balance in Leadership

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Balance in Leadership

I enjoy leading and learning, and am privileged to have nurtured a team, who are comfortable to give me constructive feedback that I continuously learn from.

Allowing my team members to express themselves and to actively participate in making decisions about fabric, designs and the final look and feel of collections, has proved to me that the Boss doesn’t always have to make all the decisions. Some of our most successful designs have come from input from the seamstresses who vary in age from 30 – 60 years old.

For so long I did this alone, now working as a team, is so much more rewarding than working solo.

❤️ Hayley

 

 

 

Is Shape even an option when designing for Plus sizes?

Yes it is, if you have a whole lot of patience and determination…oh and it helps if the designer is Plus size herself!!

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I’ve spent the last two years determined to create Plus size shapes with Shape. I’ve gone where I never thought I could go, and I’ve uncovered a tiny little area just under the bust, that I’ve worked with, that allows me to shape any size. For way too long, Plus size styles have been stuck in a rut of, however big the tummy and the behind are, that’s how big the area around the shoulders and the bust need to be. That’s the furtherest thing from design truth, it just needed somebody to take the time (a lot of it), and a whole lot of patience, to find shape. It really is there, and it makes the hugest difference to the fit of Plus size clothing.

Working with the new Hayley Joy Miracle Shape tops is like a breath of fresh air for me. Being able to tell clients that I will give them shape, no matter their size, is the most wonderful feeling, and then seeing the look on their faces when they see the shape for themselves, when standing in front of the mirror, is like winning a gold medal. I truly feel like I’ve done my own Olympics whilst designing these new shapes. All the hard work is perfectly cemented when I see the new Summer ’16 collections coming out of Hayley Joy production.
❤️ Hayley

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