JOAEN is a "rural"-rooted wardrobe label that balances emotional clarity with structural design. Rooted in generational craft and soft strength, the brand exists between poetic minimalism and heirloom functionality.
Not trend-led, but silhouette-led; not performative, but deeply personal. JOAEN stands as a rare alternative to fashion noise - a brand that dresses the thinking woman with presence, softness, and cultural integrity.
As a designer, Grace balances structural clarity with emotional resonance. Her focus - building continuity; hence forming the foundation of JOAEN's wardrobes.
"I love garments that live with women, not just on them. This idea has been so innate in myself, my mother and grandmother, Joan. There's a long line of generations in my family that have been raised to carry the intelligence of craft, appreciation for quality and strength in its continuity." - Grace Kelly, Founder & Creative Director of JOAEN.
JOAEN as a brand, translates this practice into a modern wardrobe language that feels tactile, present, and deeply considered. We reflect a dialogue between matriarchal memory and contemporary silhouette: garments that are sculptural yet gentle, tailored yet homely.
Our purpose is to create garments that act as emotional and structural extensions of the wearer. JOAEN is built on rhythm, repetition, and ritual - bringing forth quiet strength, long-wearing shape, and fibre-led function. We aim to honour matriarchal legacy through modern dressing.
JOAEN’s mission is to reinterpret modern dressing through the lens of Grace’s familial influence and fabric-first design discipline. With roots in experimental knitwear and rural Australia, each piece carries the imprint of women - grandmother Joan and great-grandmother Jean - who made with patience, practicality, and grace.
Grace also shares the business with her mother Mandy (daughter to Joan), who continues to share, teach and reflect on the intergeneration teachings of the past with her daughter.
Our wardrobes aim to express quiet force through sculptural tailoring, considered knitwear, and tactile, enduring materials. Scandinavian-influenced but never derivative, our mission is to offer women a wardrobe of emotional durability and structured softness.
The rhythm of rural Australian heritage, shapes practicality and intimacy of making in our pieces.