Few stores have shaped Philadelphia fashion the way Joan Shepp has.
For decades, the boutique has been the city’s destination for designers that push boundaries: from Japanese avant-garde brands to emerging labels you won’t see everywhere else. While the store was founded by Joan Shepp, the woman behind that carefully curated mix today is her daughter Ellen Shepp, who has spent more than 40 years working in the family business and now leads the iconic store.
I sat down with Ellen to talk about growing up in fashion, the thrill of discovering new designers, and why developing your own personal style matters more now than ever.
About Joan Shepp
Founded: 1971
Location: 1905 Walnut Street, Philadelphia PA
Known for: Avant-garde designers, emerging brands, and one-of-a-kind pieces
Current owner: Ellen Shepp
ELLEN SHEPP
Good morning! What are you drinking right now? Do you have a favorite morning beverage?
I always drink oat milk lattes. I live next to La Colombe and I love their coffee. There is also this coffee shop called La Jefa a few blocks from here. They have a drink called totomoxtle and it’s amazing – that’s my true favorite.
What does a typical day look like for you?
There really is no typical day for someone who does what I do, which is one of the best parts of the job. Some days I’m in the office all day writing orders and reviewing collections with the team. Other days I’m on the floor helping customers and running around the store. Then there are buying trips to Paris and market appointments in New York, plus trunk shows and events. Every Saturday is a party here with food and drinks. Working with the public means every day is a little different, and that’s what keeps it interesting.
JOAN SHEPP
Do you ever take a day off?
Every once in a while I take a full day off because everyone needs that. But with technology, you’re never completely disconnected. I don’t have to physically be in the store to stay involved in what’s happening.
You seem to have a very close team.
I do. Many of the people here have been with us for a very long time. I have two employees who have been with us almost 50 years, and several others who have been here for decades. At this point they’re like family.
Did you always know you wanted to join the family business?
Not at first. I always loved fashion and playing with clothes, but I didn’t decide to pursue it until after my first year of college. I was studying liberal arts at the University of Maryland when I ran into a friend from high school who told me she was attending the Philadelphia College of Textiles and Science, which is now Jefferson. That night I had dinner with my mother, and by the end of the meal I had decided to finish the semester at Maryland, transfer to Textile and start working full time in the store.
What did you study there?
Fashion merchandising. It was a great school, I learned a lot.
Did your mother hope you would eventually join the business?
She never pushed me. It was completely my decision. My mother has always been incredibly supportive and open-minded. She built this business herself and encouraged both my sister and me to find our own paths.
How long have you been running the business?
My mother and I worked together for more than 40 years. I managed the store for a long time, but the transition really began during the pandemic. A few years ago I officially took over. She’s still very involved though. She still discovers designers and tells me, “You need to go see this collection.” Fashion is in her blood.
JOAN SHEPP
Joan Shepp has had several locations over the years. Why did you decide to move into town?
About 27 years ago my mother decided she wanted to live in the city. She was walking down Walnut Street and saw a small storefront that had been a flower shop. She did a walkthrough and immediately envisioned knocking down walls and opening the space up. She could see the space clearly in her mind. At the time we still had our suburban store in Elkins Park, so we operated both locations for a while before eventually closing the suburban location.
Did moving downtown change your customer base?
Interestingly, even when we were in the suburbs we had customers coming from Center City and New York. My mother was one of the first retailers traveling to Paris to buy collections, decades ago, bringing European designers to the suburbs before that was common. People would travel to find those pieces. When we moved downtown we kept that same mix of customers: longtime locals, suburban shoppers, and visitors who come to Philadelphia looking for interesting fashion.
How would you describe your personal style?
It was an effort not to wear black today! It’s easy and I think most things look so much better in black. I love designers like Rick Owens and Ann Demeulemeester. I tend to wear fitted on top and big and funky on the bottom. I like clunky platform shoes. I’m not really a stiletto girl. I like that dark, rock-and-roll vibe. I also love accessories and neutral tones like gray and olive.
Do you think it’s important to develop a signature style?
I love when people are open minded about style. It’s fun to try different silhouettes and ideas and figure out what really feels like you. I encourage younger people to experiment – because it’s fun to wear all these different things, to be conservative and funky, wear skinny and big – to wear different things depending on your mood every morning.
“Fashion should be fun. It’s one of the great joys of life — discovering who you are through what you wear.”
-Ellen Shepp
JOAN SHEPP
Are there any new designers you’re excited about right now?
One brand I’m excited about is RVN – they’re based in Seoul. They make incredibly detailed knit pieces: blazers and dresses that almost look couture because the workmanship is so beautiful. The most exciting thing, though, is discovering collections that aren’t everywhere. Finding new designers is like a hunt. If I see a brand in every store, it stops feeling special. Our goal has always been to find the best of the best, pieces that feel unique.
What do you look for when buying new collections?
We’ve kind of built a fashion community, people who want things that are different, things that are at every price point. I love buying good vintage and mixing it with the new stuff. And we are one of the stores that still has very low price points and very high price points and everything between so that everybody can shop here, but also you can kind of look more interesting.
Do you think social media has changed how people dress?
It’s done a lot of amazing things, but it has also created a lot of cloning. You’ll see groups of people wearing almost the exact same outfit. Part of what we try to do here is help people discover their own style rather than just copying what they see online. Fashion should be fun. It’s one of the great joys of life, discovering who you are through what you wear.
1. RVN FRINGE DRESS 2. SACAI BARREL JEANS 3. HELLESSY BENTLEY JEANS 4. IL BISONTE CARD CASE 5. HELLESSY KATE CARDIGAN 6. IL BISONTE CLASSIC BELT 7. POLKA DOTS SEEN ON @COCOSCHIFFER
What trends are you seeing for spring?
The word “trend” isn’t quite as relevant as it used to be. People aren’t dressing in the same way any more, and that’s a good thing. But there are definitely themes. This season we’re seeing a lot of polka dots, especially black and white in different scales. Denim is still huge: interesting washes, novelty details, and barrel jeans. Color-wise it’s a season of neutrals: whites with ivories, olive, khaki, gray, and some softer pastels.
Are people shopping differently than they used to?
Definitely. Years ago customers would come in and buy an entire wardrobe. Now people buy pieces and build around them. Someone might start with a great pair of pants, then add a sweater, a jacket, a scarf, and a bag over time. It creates a much more interesting wardrobe. Customers are also much more aware of quality and craftsmanship now, which is wonderful.
What role do stores like Joan Shepp play in Philadelphia’s fashion scene?
Philadelphia could definitely use more fashion retail. The restaurant scene here has exploded, but retail hasn’t quite kept up. More boutiques and specialty stores would bring more people into the city to shop. Competition actually helps, it creates a destination. Our goal has always been to offer something unique so that when people come to Philadelphia looking for great fashion, they know they’ll find it here.
From their beginnings in Lafayette Hill to their new space in Rittenhouse Square, fashion enthusiasts have been loyal to the curated shopping experience only found at Joan Shepp. With exceptional service, attentive stylists and a world-class assortment, you’re likely to find your next favorite piece or designer at the new Joan Shepp boutique in the heart of Philadelphia.
You can visit Joan Shepp’s new store at 1905 Walnut Street, Philadelphia, PA or shop online here.
