Once upon a pastel

Our love affair with colour started over 25 years ago and has played a hugely important role for our talented print team.

Our beautiful hand created prints usually begin with inspiration from a trip or a unique find. This could be a journey far, far away or a weekend jaunt to a local vintage market. Anything from the flowers in our Creative Director Chloe’s garden or an old loved wooden spoon in the back of Lucy’s granny’s pantry find their way onto our mood boards.

Pastel collection inspiration

Our hand-drawn prints are the result of a carefully constructed story with a beginning, middle and an end. The beginning: A collection of finds, The Middle: a colour palette that is tweaked to perfection and The End: Prints to fill very inch of our wardrobes with. And, like the final pages of a favorite book this seasons print story is worthy of best selling novel status…. introducing the Pastels.

Life for our pastels story began when Lucy and the team visited a Brooklyn flea market last year. As the team collated their finds at the end of the day, a common thread was appearing, a sense of homemade and handcrafted. The items the team had bought were finds that should belong in a family home. Cosy, mis-matched fabrics, considered textiles and raw unrefined goods that once served a purpose.

This inspiration led to the creation of our Pastel palette or as it’s affectionately become known, ‘Labour of Love’. Perfect for capturing the last days of summer fun. When little faces turn to beaming smiles after a slice of a homemade cake or a lick of the last lolly for the summer. Nordic Blues, Liquid Sky Greys and Petal Pinks adorn our DeVito floral on both the crisp winter white ground or the cool grey. This season’s trend is all about mixing fabrics and layers, combining soft pretty florals with a hardy hand knitted Aran jumper or a worn in pair of jeans.

For lightweight layers, look to the Rosamund blouse, a superbly flattering silhouette with a ¾ placket that rests in the most perfect of places concealing any unwanted tummies.

Rosamund blouse

Our favourite Bee top is back and this season it can be found in our gorgeous floral with pastel striped sleeves. Team with a pair of girlfriend jeans and a much-loved pair of pumps or brogues for a more masculine take on the feminine palette.

Bee top

For the perfect look from day to night, choose our Eva tunic dress. With a cap-sleeve, it’s ideal for cooler days when you want to cover up a little. Wear with bare legs or skinny jeans and add a small heel to dress it up.

Eva tunic

For casual days, look no further than our Harbour jersey favourite in multi-stripe, team with a good old trusty pair of jeans or a denim midi skirt.

Multi-Stripe Harbour top

To complete your nod to the pastel trend, try our amazingly comfy grey jersey Olivia blazer. Perfect for layering over a crisp cotton shirt and a pair of boyfriend jeans.

Olivia blazer

For the final touch, try our Wensley scarf, the ultimate accessory for the season.

Wensley Scarf

This season, embrace craft and all of its delights, wherever they may find you. Inspiration can come from any walk in life and for us at Joules, we love hunting it out.


  • Jill Harris

    13.08.2015 at 15:15 Reply

    Absolutely gorgeous florals! Can’t wait to try them on.

  • Bella Candler

    17.08.2015 at 00:40 Reply

    Love the pastel theme… can’t wait to get the harbour top in pastel stripes xx

  • Sandra Attwood

    23.08.2015 at 11:42 Reply

    Lovely florals

  • LTP

    23.08.2015 at 12:11 Reply

    Loving my two new tops (featured too two pictures). So comfy, pretty and I can’t wait till I’ve wash them and wearing them again.
    Good work Joules Team!

  • Tina White

    23.08.2015 at 15:34 Reply

    That pastel tunic is just beautiful!It’s calling “buy me,buy me”,so I must obey!!

  • Lorraine Penny

    24.08.2015 at 05:33 Reply

    All very …..very …..appealing ,….Eva Tunic for me …

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