IORMA INTERVIEW – LUXURY FASHION
Article and Interview by Pandora Mather-Lees
Luxury Director, IORMA
Editing and Research: Alfie Chase and Eve Demetriou
October 2024
Rising Star in British Fashion: The Story of Josh Birch-Jones (JOSH.)
Fresh from the launch of a spectacular evening wear collection at London’s prestigious Lansdowne Club in Mayfair, IORMA Luxury reports on Britain’s foremost young designer.
At the height of London Fashion Week 2024 Marie Helvin, the veteran 70’s supermodel was the perfect choice to lead a troupe of models draped in diamante, sequins and satin along the catwalk at the Lansdown Club. The collection seemingly inspired by vintage Gucci and Yves St Laurent glided past an enchanted audience in an array of colour and vibrance worthy of the best of Paris collections.
Josh Birch-Jones
At just 19, Josh Birch-Jones has already become a name to watch in the competitive world of fashion design. Balancing classical elegance with a modern twist, Birch-Jones’ designs are marked by bold silhouettes and rich colour palettes. His approach to fashion is rooted in the idea of creating pieces with longevity. Specifically, a JOSH. garment does not bow to seasonal trends, it offers timeless appeal. This philosophy is evident in his use of cool, deep and moody tones such as navy or electric blue, paired with strong shapes that ensure his creations never go out of style.
Josh’s journey into the world of fashion is as remarkable as his designs. His inspiration stems from an early love of art and a mother who was a fashion model, whose wardrobe became a treasure trove of ideas. As a child, he would sketch and re-sketch her clothes, gradually refining his eye for design. At the young age of 11, Birch-Jones was already making waves in the industry, producing pieces for a charity fashion show in Kent. This early exposure laid the foundation for his self-taught journey into fashion, where he honed his skills through books, YouTube tutorials, and relentless practice. By 15, he had achieved what many aspiring designers would only dream of. That is showing his designs at London Fashion Week.
Birch-Jones’ creative process is both thoughtful, mature and meticulous. He describes his design style as “very traditional and timeless,” yet infused with a sense of modernity. His influences range from the iconic work of Ralph & Russo to the bold aesthetics of the 1970s Studio 54 era, a time he admires for its jumpsuits with exaggerated shoulder pads and flared trousers. However, rather than replicating these styles, Birch-Jones captures their essence, distilling elements of fabric, colour, and silhouette into creations that feel both nostalgic and fresh.
His personal style closely mirrors his creative ethos. A fan of structured tailoring, particularly in coats and blazers, Birch-Jones’ wardrobe is dominated by classic pieces that reflect his appreciation for traditional aesthetics. This preference for structure and formality naturally influences his designs, where he often incorporates these elements to create garments that are as refined as they are contemporary.
It is this ability to seamlessly blend past and present which is a testament to his skill as a designer. The brand, which he describes as mastering “the art of dressing up,” is not about mimicking the past but rather taking subtle inspirations and translating them into modern-day contexts. He draws from a variety of sources, including iconic figures like Princess Diana and the fashion of the 1980s, to create pieces that resonate with today’s fashion-conscious consumers.
However, the fashion industry is not without its challenges, especially for a young team and given the mercurial nature of the industry. Navigating the fashion world has required Birch-Jones to prove his worth repeatedly. Early in his career, skeptical journalists would demand he sketch on the spot to verify his talent—a test he passed with flying colours. At just 11 years old, he was sketching suits from his collection, a level of skill that quickly silenced any doubts about his abilities. Yet, even as he entered the London fashion scene, Birch-Jones had to fight to be taken seriously, particularly since he hadn’t followed the traditional route of attending a prestigious fashion school such as Central St Martin’s.
Birch-Jones is also keenly aware of the ethical dilemmas facing the fashion industry today, particularly the issues surrounding fast fashion. He critiques the unsustainable practices that prioritize quantity over quality, often at the expense of smaller British labels. For him, the solution lies in investing in quality pieces that are designed to last, garments that will endure not just for a season, but for a lifetime. His philosophy is clear: true fashion is about creating pieces that stand the test of time, both in terms of style and durability.
His understanding of the business side of fashion is as sharp as his design skills. Despite being offered a scholarship to study at Parsons in New York, Birch-Jones chose instead to study business at Exeter University. He recognized early on that to succeed in the fashion industry, one must be more than just creative; understanding the business aspects of running a brand is equally crucial. At Exeter, he’s been able to use his brand in assignments across various modules, applying real-world scenarios to his studies and gaining valuable insights into managing a fashion label.
This blend of creativity and business acumen has positioned Birch-Jones as a unique figure in the industry. He understands that to grow his brand, he must not only continue to innovate creatively but also strategically expand his presence. With plans for pop-up stores and a potential venture into Dubai, Birch-Jones is focused on establishing a more physical presence for the JOSH. brand. While online sales are strong, he recognizes the irreplaceable value of allowing customers to experience his creations in person, to touch and feel the quality that defines his work. The fashion world has indeed taken notice and he has already attracted the attention of high-profile individuals, including Princess Diana’s nieces, who have attended and even walked in his shows. Top models have worn his stunning gowns. This level of recognition has only fuelled his ambition, pushing him to continuously elevate his work. His show on September 15th was another step in his journey, one where he aims to outdo himself once again with a cohesive, authentic collection that wows audiences.
Birch-Jones’ journey is a testament to the power of perseverance and passion. He acknowledges that the fashion industry is tough to crack, but his determination has driven him to push through boundaries and achieve remarkable success. His fellow students at Exeter, initially surprised by his dual life as a student and a designer, now fully support him, often helping backstage at his shows before joining the audience to watch his work come to life.
Looking to the future, Birch-Jones is excited about the role technology will play in the fashion industry. He’s already adapting, incorporating digital tools into his design process and recognizing the importance of an online presence. But at the core of his work remains a deep love for clothes, which he views as a powerful form of art. To him, fashion is an experience that can change one’s mood, empower, and elevate. Whether creating a bespoke wedding dress inspired by Pre-Raphaelite paintings or a hand-embroidered ruby jumpsuit, each piece is a reflection of his belief in the sensory and emotional impact of fashion.
As the youngest member of the British Fashion Council, Josh Birch-Jones is determined to take his brand to new heights. His greatest aspiration is to establish his label as one of the most well-known British brands, a goal he is well on his way to achieving. With a remarkable journey already behind him and a bright future ahead, Birch-Jones is a name that will continue to resonate in the world of luxury fashion, proving that age is no barrier to extraordinary talent and vision.
For more information see: Josh Birch Jones – Official