Rumi | Lensed By Joanna Halpin

Rumi, our latest collection brought to life by NMJ muse Joanna Halpin, whose creative eye shapes these forms, forged from raw materials, giving us a glimpse into a moment in time.

Born from the scenic coast of South West England, Joanna first embarked on her career as a model in London during her early twenties. From here she has moved behind the camera and unearthed a distinctive visual tone.

She captures the beauty shaped by her surroundings in a uniquely evocative light. Her eye for detail and affinity for subtle storytelling has made her one of the most sought-after visual artists, with brands around the world seeking her thoughtful, aesthetic sensibility.

Known for her ability to embrace the soft and moody, Joanna honours beauty in quiet, often overlooked moments. Her approach reveals an innate talent for uncovering hidden nuances, and translating visual language. 

In addition to her roots in the UK, Joanna considers Sydney, Australia, one of her surrogate homes— a place she often retreats to for inspiration and renewal. Now based in New York, she continues to expand her artistic pursuits, balancing projects across the globe while capturing the beauty she sees through her lens.

Born from the scenic coast of South West England, Joanna first embarked on her career as a model in London during her early twenties. From here she has moved behind the camera and unearthed a distinctive visual tone.

She captures the beauty shaped by her surroundings in a uniquely evocative light. Her eye for detail and affinity for subtle storytelling has made her one of the most sought-after visual artists, with brands around the world seeking her thoughtful, aesthetic sensibility.

Known for her ability to embrace the soft and moody, Joanna honours beauty in quiet, often overlooked moments. Her approach reveals an innate talent for uncovering hidden nuances, and translating visual language. 

In addition to her roots in the UK, Joanna considers Sydney, Australia, one of her surrogate homes— a place she often retreats to for inspiration and renewal. Now based in New York, she continues to expand her artistic pursuits, balancing projects across the globe while capturing the beauty she sees through her lens.

"I seek creative inspiration in observing the world around me, and capturing the beauty that I see in it."

'Rumi' translates to "current of flow", symbolic of a shifting and evolving journey.

"This sentiment really resonates with me. I can often be quite impatient, so it’s been a challenging lesson for me to learn (and continue to learn) to let life flow. I find that if I embrace this philosophy, everything always works out as it should and the process becomes much smoother."

"My favourite way to shoot a project is to have the time to let it unfold naturally and as organically as possible. The light in my apartment in New York can be beautiful, evolves and changes throughout the day: I used that to capture this collection as stills, details and self portraits. Following the flow of light."

"I love collaborating with brands in the capacity I have with you - being given the time and creative freedom to shoot a project on film… I would love to continue down that path with how I work and create over the coming year."

Rumi

Water flows. Never staying put, it surrenders. Rumi is designed to be stacked and made to be lived in, moulding perfectly to the wearer’s life.