Straight from the New York Fashion Week Runway to Our Exclusive Fashion Presentation
I recently had the pleasure of meeting haute couture fashion designer Joanna Jia through her artistic director Dina Zheng and was introduced to her stunning new Water of Life collection which she presented at the New York Fashion Week 2025 in February.
Inspired by the ocean’s beauty and fragility, the collection captivated audiences with its ethereal designs and powerful messages of environmental conservation. Joanna Jia’s collection not only showcased her artistic style but also revealed her commitment to sustainable and meaningful fashion. With Water of Life, she invited the fashion world to reflect on the delicate balance between nature and human creativity.
I invited Joanna for an exclusive fashion show just for Haute Living’s 2025 Fashion Issue at the magnificent waterfront residence I am selling. In Belvedere on the edge of San Francisco Bay, this property looks over Sausalito, the Golden Gate Bridge, the San Francisco skyline, and the Bay Bridge.
During the fashion shoot on February 20, we were greeted by stunning water views, Seagulls flying in formation, pelicans, harbor seals, and sea lions. This is truly an unique location to appreciate life on the San Francisco Bay. Fittingly, Joanna Jia’s fascinating fashion creation flows in gentle tides and water-like fluidity.
Sea shells and coral motifs in extremely high quality fabrics shimmer in sunset reds, vibrant ocean blues, bright corals, tranquil turquoises, and iridescent pearl whites. The intricate details of each design reflect sea life, from lacework resembling delicate coral formations to bold silhouettes reminiscent of graceful marine creatures. That date also happened to be my birthday; I’m a Pisces who loves the water and the ocean and specializes in selling luxury waterfront homes.
Joanna Jia was born in Qingdao, China and was an avid artist since she was a child. With a deep love and interest in various art creations, she studied at YunNan Arts University and Sichuan Fine Arts Academy as an arts major.
Joanna Jia is a community leader and fashion innovator, dedicating her life to her community and the arts. In 2008, Joanna Jia founded the International Ladies Charity Federation, a nonprofit platform empowering women through philanthropy, the cultural arts, and entrepreneurship.
Joanna Jia also serves as the vice president of the USA Culture and Science Academy. With her passion for fashion and philanthropy, Jia also founded her fashion brand, Joanna Jia Couture, showcasing her designs at New York Fashion Week, San Francisco Fashion Week, Silicon Valley Fashion Week, and other international stages.
In collaboration with Columbia University, she helped establish the New York School of Arts and Fashion and serves as its director and CEO of admissions, fostering and encouraging a new generation of artists and designers. As an entrepreneur, Joanna also founded the San Francisco International Global Film Festival in 2017 and served as its president.
In 2018, she was named the Charity Queen of Family Bridges, a nonprofit dedicated to helping disadvantaged senior citizens and orphans, by raising over $80,000 for orphans and the elderly. In 2019, she was the charter president of a branch club of Lions Club International and received the Melvin Jones Fellowship Award from Lions Club International. In recognition of her philanthropic service, Jia received the Presidential Volunteer Service Award (2021).
In addition, Since 1999, Jia has proudly served the U.S. Army and Air Force Exchange at over 10 army bases across the United States and now continues her service at the Presidio of Monterey, earning the Presidio of Monterey Special Recognition Award. Through her diverse initiatives, Jia continues to lift up her community and hopes to inspire others with her passion to better the community, one mission at a time.
The founder and designer of Joanna Jia Couture, Jia artfully blends traditional Asian cultural attire with contemporary Western influences to create a unique and harmonious fusion in her designs. Her brand was born in 1991 focused on Asian cultural wear while she was working as a chief designer in China. After emigrating to the USA, Joanna expanded her brand to the global stage in 1997, gracing the catwalks of New York Fashion Week and fashion magazines like L’Officiel and Vanity Fair.
After we wrapped up the fashion shoot, we had dinner with Jia and her models and artistic photographers and celebrated my birthday at Corinthian Yacht Club, where I have been a member for 45 years, on the edge of the bay in downtown Tiburon. It was a fitting place to celebrate a Pisces’ birthday with the Water of Life collection’s creator and team.
Jia recalled her travels to Hawaii and her life in Monterey Bay, where she was both enchanted by the ocean’s biodiversity and disheartened by the pollution marring its beauty. She recalled, “This collection is a tribute to that origin, both my own and the Earth’s, and serves as a celebration of the awe-inspiring beauty and the urgent need to protect the oceans that connect us all.”Each design’s form, color, and texture capture water’s fluidity and resilience while calling attention to the importance of ocean conservation.
Below is my conversation with Joanna Jia about her fascinating Water of Life collection design, her personal journey, and future endeavors.
HL: Your designs seamlessly blend traditional Asian attire with contemporary Western influences. How has your heritage influenced your creative vision?
JJ: My heritage has been a constant source of inspiration throughout my design journey. Growing up in Qingdao, China, I was deeply influenced by traditional Asian aesthetics, from intricate embroidery to flowing, elegant silhouettes.
My education at Yun Nan Art University and Sichuan Fine Arts Academy further shaped my artistic approach, allowing me to merge these traditional elements with modern Western styles. I love creating pieces that honor my cultural roots while embracing contemporary fashion, resulting in designs that feel both timeless and innovative.
HL: What inspired you to create the Water of Life collection, and what message do you aim to convey through it?
JJ: The Water of Life collection is deeply personal to me. I’ve always had a strong connection to the ocean, especially since I grew up near the coast of Qingdao. During my travels in Hawaii, I was captivated by the ocean’s beauty, but heartbroken by the pollution affecting marine life. This collection is my tribute to the sea—a celebration of its breathtaking beauty and a reminder of the urgent need for conservation. Through my designs, I hope to inspire people to appreciate and protect our oceans.
HL: How did the ocean’s colors, textures, and movements shape the aesthetic of this collection?
JJ: The ocean was the foundation of this collection’s aesthetic. I wanted to capture its ever-changing nature through my choice of fabrics, colors, and silhouettes. The flowing movement of silk and chiffon mimics the gentle tides, while the iridescent fabrics reflect the way light dances on the water’s surface.
I chose a palette of oceanic blues, tranquil turquoises, and pearlescent whites to represent the mystery and depth of the sea. Every piece is designed to embody the fluidity and resilience of water, creating an immersive experience for both the wearer and the audience.
HL: You’ve incorporated materials like silk organza, chiffon, and satin. What was the significance of these choices in capturing the essence of water?
JJ: Fabric selection was crucial in bringing this collection to life. I specifically chose silk organza, chiffon, and satin because of their delicate, flowing nature. Chiffon and silk organza create an ethereal effect, allowing the garments to move like waves.
Satin, with its smooth and reflective surface, captures the way sunlight shimmers on water. These fabrics helped me translate the essence of the ocean into fashion, making each piece feel alive and fluid.
HL: Can you elaborate on the use of organic and recycled fabrics in this collection and your commitment to eco-conscious design?
JJ: Sustainability is at the heart of my brand. For this collection, I worked with organic and recycled fabrics, incorporating upcycled materials and high-tech sustainable textiles. One of my proudest designs, the Butterfly Koi gown, features repurposed plastic tubes and strips to create sculptural elements, proving that high fashion can be both luxurious and environmentally responsible.
I believe that, as designers, we have a responsibility to rethink how we create and consume fashion. My goal is to inspire others to embrace sustainable choices that reduce waste and support ethical fashion practices.
HL: What were some of the most challenging aspects in designing pieces that emulate the fluidity and movement of water?
JJ: One of the biggest challenges was translating the movement of water into a static garment. I spent time studying marine wildlife and how light interacts with the ocean to ensure every piece captured that essence. Designing the sculptural elements—like the salmon-colored fins in the Butterfly Koi gown—required experimenting with unconventional materials, such as metal wiring and translucent fabrics, to create a sense of motion.
Achieving the shimmering effect of water also meant hand-stitching pearls, beads, and layers of fabric to mimic the ocean’s ever-changing surface. It was a meticulous but incredibly rewarding process that allowed me to push the boundaries of design.
HL: Showcasing the Water of Life collection at the Aquarium of the Bay provided a unique backdrop. How did this setting enhance the presentation, and what was the experience like?
JJ: My 2024 fashion exhibition at the Aquarium of the Bay, located at the iconic San Francisco Pier 39, was an unforgettable experience and one of the most magical settings I’ve ever showcased a collection in. It was also one of the first underwater fashion shows in the world, making it a truly groundbreaking moment for Joanna Jia Couture.
With the creative vision of my show producer and creative director, Dina Zheng, we reimagined the aquarium as an ethereal underwater stage. The mesmerizing tunnels, filled with anchovies, skates, bay rays, sharks, and sturgeons, became a living, breathing backdrop—bringing my ocean-inspired collection to life in a way that no traditional runway could. As models moved through the space, the fluidity of the fabrics mirrored the graceful movement of marine life, creating a breathtaking synergy between fashion and nature.
This setting elevated the entire experience, allowing guests to fully immerse themselves in the theme of water, conservation, and sustainability. More than just a fashion show, it was a sensory journey—one that reinforced the beauty and fragility of our oceans, aligning perfectly with the message behind “Water of Life.”
It was an honor to present my work in a space that celebrates marine life while raising awareness about the importance of conservation. This show was not only a milestone for my brand but also a reminder of how fashion can be a powerful medium for storytelling, advocacy, and artistic expression.
HL: Collaborating with organizations like the International Ladies Charity Federation and the Aquarium of the Bay highlights your philanthropic efforts. How do these partnerships align with your brand’s mission?
JJ: Philanthropy has always been at the heart of everything I do—in fashion and beyond. As the founder and president of the International Ladies Charity Federation, I’ve dedicated my career to creating platforms that empower women leaders to connect through art, philanthropy, and entrepreneurship. Since founding the organization in 2008, I’ve been committed to bringing cultural arts performances to senior centers, orphanages, and charitable events, while also ensuring that my fashion shows serve a greater purpose.
When I launched Joanna Jia Couture, I knew I wanted my brand to reflect more than just artistry—it had to embody a mission of cultural storytelling and meaningful impact. That’s why partnering with organizations like the Aquarium of the Bay and the International Ladies Charity Federation has been so fulfilling. These collaborations allow me to merge my passions for fashion, philanthropy, and sustainability, using couture as a vehicle to inspire, raise awareness, and give back to communities in a lasting and beautiful way.
Through these partnerships, I’ve found a deeper purpose in my designs—creating not just garments, but stories that elevate causes close to my heart. Whether it’s promoting ocean conservation, supporting women in the arts, or preserving cultural heritage, every collection I create is infused with a spirit of giving, storytelling, and purpose.
HL: Presenting at New York Fashion Week is a significant milestone. How was the reception of your collection, and what does this achievement mean for you and your brand?
JJ: Presenting at New York Fashion Week 2025 was an unforgettable milestone for me and my brand. Seeing my collection come to life on such a prestigious stage, where the world’s top designers, critics, and fashion enthusiasts gather, was truly surreal. The reception to Water of Life was incredibly heartwarming. People resonated with the message of ocean conservation, and I received so much positive feedback about the way the fabrics, colors, and silhouettes captured the essence of water.
Many attendees told me they felt emotionally connected to the collection, which meant everything to me because I wanted these designs to tell a story—not just about fashion but about our responsibility to protect our planet. This achievement represents a new chapter for my brand.
It’s a moment of validation that sustainability and high fashion can coexist beautifully. More than anything, it has strengthened my commitment to creating couture with purpose—designs that inspire, spark conversation, and advocate for meaningful change in the industry.
HL: From establishing your brand in China in 1995 to expanding globally, how has your design philosophy evolved over the years?
JJ: When I first started working on my brand in 1991, I was an in-studio designer in China focused on traditional Asian cultural attire. I officially brought my brand to the global stage in 1997, when I was influenced by many cultures and art in the melting pot of America.
I opened a bridal atelier focusing on bridal wear and design and have evolved to design my couture collection. Each couture collection every year represents my own personal evolution of style and self and every piece carries a part of me, embodying not just my creativity but my continuous transformation.
HL: Being based in San Francisco, how has the city’s culture and creative energy influenced your work and vision for Joanna Jia Couture?
JJ: Being based in San Francisco has profoundly shaped my creative vision for Joanna Jia Couture. The city is a melting pot of cultures, innovation, and artistic expression, which constantly fuels my inspiration. San Francisco’s commitment to sustainability and forward-thinking design aligns perfectly with my brand’s mission to create couture that is both luxurious and environmentally conscious.
The tech-meets-art atmosphere of the city has encouraged me to experiment with innovative materials and techniques, such as incorporating recycled fabrics and exploring new ways to merge fashion with sustainability. At the same time, the city’s rich history of activism and inclusivity has reinforced my belief that fashion should not only be beautiful but also carry a message—whether it’s about cultural heritage, environmental responsibility, or individuality.
Living by the Pacific Ocean has also deepened my connection to nature, which is why themes of water, fluidity, and organic movement are so present in my work. San Francisco’s creative energy constantly pushes me to challenge conventions, embrace artistry, and design pieces that tell meaningful stories on the global fashion stage.
HL: As the director and CEO of admission for the New York School of Arts and Fashion, how do you envision nurturing the next generation of designers?
JJ: When I was first starting out as a designer, I went through adversity to be able to pursue my passion. Through the New York School of Arts and Fashion and my brand, I hope I can help discover young talent and give them the platform to learn and work on their own designs. I want to give young talent the opportunity and space to be freely inspired and to invest in themselves, personally and professionally.
HL: Can you share any insights into future collections or collaborations that your audience may look forward to?
JJ: I’m incredibly excited about what’s next for Joanna Jia Couture! Following the success of Water of Life, I’m continuing to explore themes of nature, sustainability, and cultural heritage, but in fresh and unexpected ways. I plan to launch my own ready-to-wear line and shoe collection, which incorporate elegance with sophisticated simplicity. I believe that high fashion should be an experience accessible to all—where witnessing and embracing art may become a part of everyday life.