joaen

Founded in 2020 by Grace Kelly, JOAEN is a Brisbane-based womenswear label rooted in matriarchal legacy and rural Australian heritage. Named after the founder’s grandmother and great-grandmother, the brand translates generational craft into a modern wardrobe language. Kelly, who briefly studied architecture before pivoting to fashion, infuses her designs with structural clarity and emotional resonance. After a brief hiatus in 2024 to reassess its viability, JOAEN relaunched with renewed focus, ultimately winning the prestigious National Designer Award at the 2026 Melbourne Fashion Festival.

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