Diving Into Dopamine Dressing With Local Designer Rachel Johnston
COLOUR ME HAPPY
By Victoria Lewis | 2nd October 2025Welcoming us to tour her Hemmant studio, content creator, designer and textile maker, Rachel Johnston, invites us into the world of her independent label eeyo – a world of vibrant colour and effervescent energy.
As a die-hard fashion fanatic, there was never another career for Johnston but one in the fashion industry. It’s her passion – a passion that bounces from wall to wall in her studio, emanating from the careful organisation of her samples, through to the affection she shows her three beloved sewing machines, named Janet, Mo, and Paloma.
A pocket-rocket in stature and demeanour, Johnston is a perfect match for her whimsical, bubbly designs. Her face lights up as she details the musical muses who inspire her textiles – songs like “Aquamarine” by Addison Rae and “Dance The Night” by Dua Lipa, just to name a few.
Johnston’s self-defined “dopaminewear” was born out of a struggle to find pieces that matched her energy. It’s a celebration of fun, nostalgia, and individuality – something Johnston didn’t always embrace growing up. She uses colour in her work now as a way to be seen. She says, “I felt pushed to the side growing up… so using a lot of colour in my work is a way for me to take control and stand out confidently in adulthood.”
Nowadays, Johnston is never one to shy away from a bold outfit, the owner of an eccentric personal wardrobe which has garnered her a buzzing social platform. How does she craft her signature style? “I always start with something that makes me happy… it’s about having pieces that make you feel alive.”
She is an era of ‘leaning in,’ finding her flow in her whimsical prints, not afraid to stay in her own lane, and even branching out to homewares. As she continues to guide us through the space where the eeyo magic happens – brown paper patterns meticulously laid out, rolls of brilliant textiles patiently sitting on her table – we come to a framed Style Issue from 2022 sitting proudly on the wall.
We talk about what has changed since her last visit to the pages of Style. She says she’s done some growing up in these years: “The brand’s identity is a lot more defined. I’m a lot more sure of who I am and what I bring to the table.”
Imagery: Sega @ilyysega / @eeyo.shop
