Joanne Cordero Reyes was born in Southern California in 1981. Growing up, she knew how to hand embroider and hand sew garments. She remembers watching clients shop with clippings of their dream gowns at her family's women's boutique in Southern California, which lead to designing for the boutique's custom made clients. She soon pursued her passion and moved to New York City in 2000 to attend Parsons the New School for Design.
During her studies at Parsons, Reyes worked in sales at a women's boutique and interned for top New York design houses such as Vivienne Tam, Jill Stuart, House of Diehl, and Maggie Norris Couture. In 2002, Reyes landed her first freelance designer position for the Ji Haye Fall 2003 Haute Couture collection while still a student, studying abroad in Paris. At the completion of her studies, she was nominated as one of the Top Ten Designers of her class and named one of America's Next Designers by Fashion Week Daily.
Upon graduation she became both freelance designer for the Reem Acra evening wear collection and Designer for J. Mendel, New York, luxury Ready-to-Wear and Fur collections. By the end of 2006, she moved to Los Angeles to design the Monique Lhuillier Fall 2007 luxury Ready-to-Wear and Spring 2008 Bridal collections.
Through this exposure, she nurtured a desire to design her own label—VICENTE VILLARIN, which garnered much attention and support by both press and prominent retailers. It was worn by celebrities such as Sarah Michelle Gellar, Alicia Witt, Freida Pinto, Emma Rossum, and Christina Ricci. Under the label VICENTE VILLARIN, Joanne Cordero Reyes was recognized as one of the Top Ten New Talents by Style.com and one of the Top Five Designers to Watch by New York Magazine. VICENTE VILLARIN was also named one of the Gen Art's 2009 Fresh Faces in Fashion.
In 2009 she became Designer for the Ready-to-Wear, Eveningwear, Bridal and Fur collections of Carolina Herrera, New York and in 2013, furthered her experience as Head of Design for Maria Grachvogel in London.
After working for top fashion houses specializing in luxury ready-to-wear and couture in Los Angeles, London, New York, and Paris, Reyes continues to add her touch to the fashion industry as a stylist and designer to special clients internationally, catering to custom made orders for weddings, costumes and special events.
Photograph by Thomas Kletecka courtesy of Vicente Villarin
© 2015 joannecorderoreyes