Joy Crookes’ Fashion Evolution: How Style Became Part of Her Artistic Identity

As an observer of contemporary music and fashion, I’ve consistently found myself drawn to artists who seamlessly merge their aesthetic choices with their creative output. Joy Crookes is, without doubt, one such artist.

Her distinctive approach to dressing transcends mere trends, serving instead as a profound extension of her storytelling and personal history. In delving into Joy Crookes’ fashion evolution, it becomes clear that her style is not simply an accessory but has become an intrinsic part of her artistic identity, reflecting her multifaceted heritage and South London roots.

From her early career to her acclaimed debut album, “Skin,” Crookes has cultivated a visual language that is as rich and nuanced as her soulful music. My analysis reveals a deliberate and evolving aesthetic that champions authenticity, cultural pride, and a deep connection to her environment.

Joy Crookes: Personal Details

Early Influences and Emerging Style

In her formative years, Joy Crookes’ style, like many young artists, appears to have been a canvas for experimentation, with her acknowledging past fashion choices as “mistakes” or “messy” phases. Yet, even in these early stages, the groundwork for her distinctive aesthetic was being laid.

Growing up in South London, in areas like Elephant and Castle and Ladbroke Grove, exposed her to a rich tapestry of street style, which has profoundly influenced her. She has expressed a fondness for elements like “rude boy” and Mod fashion, reflecting the diverse cultural influences of her surroundings. My observation is that this immersion in authentic, local fashion provided a foundation for her later, more refined expressions.

Notably, her choice of footwear, often including Nikes and Timberland boots, has remained a consistent element, grounding her sometimes elaborate outfits in a sense of urban practicality and comfort. She even mentioned that the Classic 6 Inch Timberland boot is one of her favorite staples, versatile enough to be paired with dresses or jeans. This blend of high-low, casual-meets-evening wear hints at her knack for unexpected combinations.

The Signature Aesthetic: Blending Heritage and Modernity

What truly distinguishes Joy Crookes’ fashion is the thoughtful integration of her dual heritage. As a British-Bangladeshi-Irish artist, her style serves as a powerful visual narrative of her identity.

She consciously incorporates details from her South Asian roots, often seen in her choice of traditional jewelry and fabrics. For instance, her striking lehenga-inspired two-piece, designed by Natalie Roar and Kate Walker, for the 2022 Brit Awards, was a deliberate homage to old Bollywood films and traditional dupattas and saris.

She herself sourced much of the South Asian jewelry for her “When You Were Mine” music video from stores in London, like those on Green Street in Southall.

Crookes sees this representation as vital, stating that when she represents herself, whether in casual attire or at an awards ceremony, she is “standing her ground” and allowing others to tell their stories as well.

This conscious act of cultural expression through fashion is a cornerstone of her artistic identity, transforming personal style into a broader statement about representation, particularly for South Asian women in the music industry.

Fashion as Narrative: Storytelling Through Clothes

For Joy Crookes, fashion is not superficial; it is a profound tool for storytelling, mirroring the lyrical depth of her music. She articulated to Coveteur that she uses clothing to express who she is and what she’s feeling on a given day, always aiming for her outfits to be “as expressible as possible”.

This perspective elevates her wardrobe choices beyond mere aesthetics, positioning them as an integral part of her artistic communication. My observation is that her ensembles often reflect the themes she explores in her songs—identity, relationships, and her South London upbringing.

Her music videos are prime examples of this visual storytelling, often featuring carefully curated looks that nod to her heritage and the narratives within her songs. For instance, the symbolic floral dress in her “When You Were Mine” video represented growth after a relationship, a visual metaphor directly tied to the song’s emotional core. This meticulous attention to visual detail underscores how Crookes uses fashion to add layers of meaning to her artistic output.

On Stage and Off: Consistency in Vision

A notable aspect of Joy Crookes’ fashion evolution is the consistent vision she maintains between her public appearances and personal style. She embraces a concept of “retrofuturism,” blending nostalgic elements with forward-thinking aesthetics.

My analysis of her interviews indicates a conscious choice to wear vintage and designer pieces, shunning fast fashion due to its impact, especially in her mother’s homeland of Bangladesh. She seeks out clothing that “screams” at her, suggesting a highly intuitive and personal connection to her garments.

This commitment to authenticity is not just about what she wears but how she wears it. From casual looks featuring baggy jeans and a blouse to more elaborate stage costumes, there’s an unmistakable sense of self that shines through.

She articulated that representing herself through style makes her a “stronger person” and makes every step she takes “more intentional”. This intentionality solidifies fashion as an authentic and unwavering facet of her artistic identity.

Collaborations and Endorsements: Expanding Her Reach

Joy Crookes’ distinctive style has naturally caught the attention of the fashion industry, leading to significant collaborations that further amplify her artistic identity. She has fronted campaigns for brands like ASOS X Nike, a natural fit given her affinity for Nike trainers as part of her South London roots. Her work with Timberland also highlights her connection to urban culture and community projects.

Beyond campaigns, she has been a notable presence at fashion events, including performing at the official London Fashion Week opening night party in February 2022. These collaborations are not mere endorsements but rather strategic alignments that reinforce her image as an artist deeply rooted in culture, heritage, and authentic self-expression. It shows that her unique fashion sense is recognized as a powerful extension of her artistry.

Conclusion

Joy Crookes’ journey through fashion is a compelling case study of how personal style can evolve into an integral component of an artist’s identity. From her early days navigating South London’s diverse street styles to her intentional use of heritage-inspired garments on global stages, her wardrobe choices consistently narrate her story.

She views clothing as a tool for self-expression, a means of honoring her Bangladeshi and Irish roots, and a platform for representation. As her music continues to resonate with audiences, so too does her powerful and authentic visual identity, cementing Joy Crookes as an artist whose style is truly inseparable from her art.