The desire to escape to a remote, wild place, perhaps fueled by anxieties about technological advancements, has been strong this year. This yearning for an alternative reality is what we call ‘countrycore’ – a trend characterized by fringe, Western hats, and cowboy boots. For Lucy Hale, the popular actress from ‘Pretty Little Liars,’ this longing is a journey back home, both literally and metaphorically.
Hale, who was born in Memphis, Tennessee, has channeled this personal connection to the American West into her new capsule collection, ‘Joyroad,’ for Weekend Max Mara’s Fall/Winter 2024-25 collection. Inspired by a road trip to an idyllic inner sanctuary, the collection is a testament to Hale’s personal journey of finding joy and authenticity.
Hale explained that the ‘Joyroad’ name reflects her current state of mind, free from confusion, and eager to embrace the unknown. The collection’s aesthetic is grounded and practical, featuring mix-and-match pieces in earthy tones and a distinct Western influence. The campaign was shot at Joshua Tree National Park, further emphasizing the connection to nature and escape.
The collection incorporates vintage-inspired details, such as a pair of boots that are a modern take on a classic find, a varsity jacket, and a fringed jacket that seems to have lived a hundred lives. Every piece embodies the feeling of a long road trip or a horseback ride, offering comfort and a sense of history.
Hale candidly discussed her struggles with substance abuse, connecting it to her search for authenticity. She explained that addiction is often a misguided attempt to find a better, truer version of oneself, but it ultimately leads to isolation. Finding joy in everyday life, she emphasized, is key to overcoming such challenges. ‘Joyroad’ represents this journey of self-discovery, highlighting the importance of finding joy in what you do and being true to yourself.
The collaboration with Weekend Max Mara was a natural progression for Hale, who had been a fan of the brand’s Pasticcino Bag for years. She embraced the opportunity to express her creativity in a new way, and the collection reflects her unique vision. The ‘Joyroad’ capsule collection is a testament to Hale’s personal journey, a celebration of the countrycore trend, and a reminder that finding joy and authenticity is a continuous journey that can be found in the most unexpected places.
