Author - JoyAdmin

Dreaming, designing and delivering.

I’ve dreamt for forever about filling my retail store Hayley Joy, and my online store hayleyjoy.com with fabric prints, that have beautiful vertical ob art lines, that would draw the eye down, creating dramatic skimming illusions. As a Plus size Fashion designer, and a Plus size woman myself, those are the lines that make perfect sense for Plus size styles.

Cerise and a Black Raindrops, Miracle Shape top.

Nobody ever listened and it was always one of my great frustrations…until I took genuine control of my entire process, and started designing my own fabric prints. Now I’m buried in the most incredible design journey, and I have to remember to enter the real world occasionally. My whole way of designing and planning has shifted, and I love that with access to all the incredible technology that we’re surrounded by, I can realise my need, want and passion.

Cerise and Black Raindrops fabric designed and printed by Hayley Joy.


Being able to create a picture with different shapes, on an iPhone, and then take it on an editing journey through a bunch of smart apps, and come out with these results, really cements for me how privileged I am. 

Random shapes manipulated into the Coral and Navy Raindrops print, designed and printed exclusively for Hayley Joy.


I’ve completed a collection of fabrics called Abstract Raindrops whereby I created these long ob art line illusions in all the colours that you my wonderful clients have asked for. From pretty Pinks and Mints, to Corals and Navy, and finally to dramatic Cerise and Black, this collection is a very important one for me. Firstly because you have all reacted and responded with so much love for what I’m producing, and secondly because it proves that absolutely EVERYTHING is possible.

Abstract Raindrops print for Miracle Shape tops, designed and printed exclusively for Hayley Joy.


Always feel free to send me suggestions, you are all very, very much a part of this incredible journey.

You can email me at info@hayleyjoy.co.za

❤️ Hayley

Now you can challenge me, as I climb out of my dark colour, comfort zone.

In the 10 years that I’ve been operating Hayley Joy retail, there is nothing that I’ve dreaded hearing more, than the words, “My daughter is getting married, and I need something in Champagne colours”. Those shades are never forgiving for Plus sizes, and because I work primarily in stretch fabrics, I really struggle to perform an illusion Miracle with Champagne shades…until now of course.

Candles, my colour inspiration.


Being in complete control of my fabric design journey, has enabled me to start experimenting with creating my own colours and prints, so when my first challenge for those colours walked through the door, I felt no dread. The client needs an outfit in Champagnes, pink, beiges, creams etc. Usually I would have declined the order, and apologised saying that I don’t make anything in those shades, but now that I can take a photo on my iPhone, and create any design I can dream of, no request is too daunting for me.

iPhone art on my phone.

Using her as my first ‘those colours’ challenge, I designed a print for her, printed a sample and had Hayley Joy production make me the first Champagne colours samples. I am sooooo incredibly excited to be able to step up to this challlenge. The relief that I saw on the clients face, was enough to inspire me to start creating more fabrics in lighter colours.

Exclusive Champagne Pink fabric print created and printed by Hayley Joy.

Hayley Joy, Plus size, Miracle Bon Bon camisole and Stretch Mesh jacket.


Colours that were once taboo for me, now inspire me on a whole new level, and open up many new possibilities for my fabric design journey, as well as for Hayley Joy retail and Hayley Joy online. I took a photo of some candles at my favourite gift shop, Firehouse, in the centre where my store is. I created the colours, then manipulated the print on my iPhone, using many of my favourite apps. I printed this print called Champagne Pink, on Bon Bon, which is a wonderful stretch fabric, as well as on beautiful soft mesh. The result is inspiring for me, these colours and a cleverly designed print, work perfectly on all shapes and sizes, which is always my number one priority.

Plus size, Miracle Bon Bon dress and matching Stretch Mesh jacket, designed, printed and manufactured by Hayley Joy.

❤️ Hayley

I dreamed it, I designed it, and now you can wear it.

I created a Plus size collection, from a simple photo that I took of a Double Delight Rose.

A beautiful Double Delight rose in a vase at Glendas restaurant.
One the highlights of my fabric design journey has been learning how to manipulate my iPhone photos into prints that are purposefully designed with Plus size shapes in mind. Having been frustrated for so long at the lack of appropriate prints, this is like finding the pot of gold. Being able to create interesting vertical lines that are a kind of a stripe, but not really a stripe, means that I’m now not only creating flattering lines, but I’m also creating illusions. 

Double Delight masked Rose and manipulated print.

Double Delight rose and fabric print designed from it.


So to the journey of the Rose. There is a wonderful eatery that has opened up across the road from where my store is, called Glendas’s. It’s owned and run by Glenda herself, and the food and ambience are just perfect. She has a long table in a quiet corner, that is my favourite place to sit. I go to meetings there, I do social there and I do lots of designing there to. On a visit there she had a huge glass case filled with an assortment of beautiful roses, but it was the beauty of the Double Delight Rose, that really caught my eye. It wasn’t the greatest photo, because the lighting isn’t great for photos, the restaurant was very full, and the vase stands in a high traffic area. One of the things I love most about iPhone photography is that it really doesn’t matter how bad the photo is, because there is always an app that can be used to resurrect it into something beautiful.

Glendas Double Delight rose masked in an iPhone app.

Masked Double Delight rose.


Designing a dress with a matching jacket, and a mix and match twinset, that can be worn casually as well as smart/casual is something that was paramount in my mind for this coming Summer ’17 season. So many of my Plus size clients need a dress for a day wedding which is in lighter colours. The aim with this print was to create something that was dark enough to flatter, and light enough to fill the continuous brief of no black to a day wedding. I put tiny bits of black in the initial build and they provided exactly what I saw in my mind. I really took this print to fabulous creative and technical levels, and the hugest advantage is, that I now know I can. 

Summer Miracle Shape long dress with matching Mesh Miracle point jacket.

Glendas Rose print Miracle Shape long dress with matching Miracle Mesh jacket.

 
Glendas Rose, Hayley Joy Miracle thick strap camisole, and Miracle Mesh jacket

Glendas Rose Miracle thick strap Camisole with matching Miracle Mesh point jacket.


I’m not sure if I’ll ever be able to put into words that feeling of being in total control of the design process. I have taken huge design steps in the last six weeks and am gaining more and more confidence, as I see my life long dream all starting to come together.
❤️ Hayley

Glendas Rose print.

Hayley Joy Print Journey

When you dream about something for so long, and it comes true…that feeling!

Sewing thread in my four chosen colours.

Being able to design exclusive fabric prints for my Hayley Joy ladies clothing collections is a true dream come true, but the bigger dream is now starting to become a reality, and that’s the dream of being able to take a photo with a specific end goal in mind. The end goal in this case is to create a print in specific colours to compliment a jacket that I’ve designed so that it creates a complimentary mix and match. I wanted to use something that is fashion related so settled on the thread that we use in the factory all the time.

Thread photo ready to be manipulated.

 

The colours are the four colours that I want in the print, so let me take you on the journey to the final print. I took the photo into an iPhone app that creates old fashioned kaleidoscope type images. This would enable me to have a good spread of the colours.

iPhone App edit to create a kaleidoscope effect.

I then went into my favourite fractal app, took the kaleidoscope image and converted it to a fractal image. I created three fractals to see which one would convert to the final print. Creating fractals has become a real passion of mine. I love the results and I especially love how many different versions are achievable.

Fabulous Fractals.

 

Feather Fractal with end design becoming obvious.

The end result of this feather design is exactly what I set out to achieve, and I cannot wait to print it to see the final result. The best part about my chosen journey is that I get to design it and print it, so I can plan the whole process from start to finish, and achieve instant results. That is the ultimate dream come true!

A Hayley Joy exclusive fabric print.

Hope you enjoyed the journey ❤️ Hayley