09 Jan 2024


Joules Hall: Grand Ground Stand: C32
The Rosa Dress

Joules is proud to unveil its new AW24 collection. A cool capsule of clothing, accessories and gifts which pay homage to the country collector. Inspired by a wealth of different influences from all over the world, details, prints and colours have all been used to bring the collection together. It features the brand’s most premium fabrics yet, hand-drawn prints and appliques all lovingly designed in-house by the Joules print team and well-considered shapes and fits made for those time-off moments. Each piece within the collection reflects eccentric British style and heritage, with a well-travelled twist, all whilst staying authentic to Joules’ country roots. 


One of the stand-out prints in the collection is the Opulent Paisley. Displaying a rich colour palette, it’s an elegant print influenced by a love of distant lands and is showcased on a number of pieces including the Rosa Dress. The collection continues Joules’ love of the great outdoors with a range of jackets, coats and gilets. The Braemar Luxe Quilted Gilet in Navy is an elevated country classic crafted from a showerproof fabric, finished with suede trims and embroidered badges. The Highbridge Coat, designed for outdoor pursuits, is one to look out for. With a waterproof dry wax coating, classic corduroy details and finished with an exaggerated cape, the Highbridge is the perfect way to welcome an equestrian influence into wardrobes. The Harpsden Cosy Raincoat has been made for the colder months. It’s packed full of functional features including a waterproof finish,  borg fleece and quilted lining, and dual entry pocket features. 


In recent seasons Joules has expanded its nightwear offering, and this continues in AW24 with stripes, paisley and equestrian prints weaved throughout. 


Tom Joule, CEO and founder of the lifestyle brand spoke about the new collection and what makes it stand-out from others out there:


“I’m really excited about this new collection. It demonstrates a clear move-on for our brand while still delivering on the practical pieces we know our customers love and need”, he said.


“To feel at home in the house of the country collector, you’ll have to dare to be different. Through quality fabrics and hand-drawn appliques created by our wonderful in-house designers, we have managed to develop a collection which is layered and gently eclectic, reflecting a distinct British perspective on world travel. With tweed, houndstooth and embroidery woven throughout, the collection enables customers to express themselves with layering, playfulness and individuality.”



Founded in 1989, in Market Harborough by Tom Joule, Joules is proud of its heritage and believes in classic clothing with a tasteful twist, and preppy playful style. Joules loves being clever with colour, is dedicated to detail and always on a quest for quality.

Today, Joules is focused on surprising and delighting customers by designing clothing, footwear and accessories for women, men and children. These are sold through an ecommerce website, retail stores, at rural shows and events and wholesale channels. Joules also sells a collection of homeware, eyewear, lifestyle and pet products, through licensing partnerships.



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