Best known for their collection of bridesmaid dresses, Shona Joy has launched a collection of sportswear.
SJ Sport is the brand’s first collection of sportswear and is part of a broader vision to offer more everyday clothing that reference key international trends while remaining true to its uniquely modern, bohemian and feminine aesthetic.
Given the impact of coronavirus on formal events such as weddings and social events like a night out with friends, the development of the SJ Sport collection appears to have been an appropriate decision for the retailer that see this becoming a key element of their brand going forward.
