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Friday, November 4th 2011

Introducing JOSA tulum by Joanne Salt


The designer (center right) and a few of her favorite places in Tulum, Mexico.

In 2009, Joanne Salt left the hectic New York photography industry and headed south to Tulum, Mexico, to start a new chapter with her newborn son, Luca. There, she met Ana Cabello, and the two quickly teamed up to launch JOSA tulum, a collection of contemporary, sexy dresses for the beach and beyond. We talked with Joanna about the collection.

Shopbop: What is the inspiration behind the JOSA tulum collection?
Joanne Salt: I draw inspiration from all the vintage caftans I have owned or seen while traveling around the world.

SB: What are your favorite things about living in Tulum?
JS: The locals, the beach, the noises you hear when you walk around—we live in the jungle, really, so the sounds you hear are incredible.

SB: How has your work in the photography industry influenced the way you approach design?
JS: Being around photo studios for thirteen years really allowed me to experience a behind-the-scenes style that I love. It’s all about being sexy and comfortable.

SB: Your pieces are the ultimate in versatility: equally at home on the beach or out for dinner, and they suit every body type. How did you manage to strike such a complex balance?
JS: It came out of necessity. I split time between New York and Tulum, and I needed to build a wardrobe I could wear in both places.

Shop the JOSA tulum collection.

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