To celebrate the arrival of JOAEN at Denton House, we sat down with founder and creative director Grace Kelly, Brisbane-based designer and winner of the 2026 National Designer Award, to talk generational craft, the quiet power of restraint, and building a brand that dresses women for life, not just for a season.
To take it back to the beginning, you started your career studying architecture before pivoting entirely to fashion. What was the moment you realised clothing was your real calling?
Ha. Yes. Architecture lasted 6 weeks! I very quickly realised I wasn’t passionate about drawing buildings. I mean I love architecture and it’s such a big inspiration for me. But architecture as a career, not my thing.
I grew up in a house that always had a sewing room – filled with too much fabric, pins on the floor, sewing machines of all kinds and projects always on the go. My mum taught me to sew, and her mum taught her. It was a connection we shared, a language of creativity that not everyone had. It was a skill, a passion and a craft. My grandmother (Joan) also passed when I was 4 months old of breast cancer, so I never really knew her. Sewing with mum was my way of getting to have that connection to her.
I took a gap year after I dropped out of architecture. Worked full-time. Plenty of time for thinking and creating. By about September, the penny dropped one day while I was working, and I realised that fashion was more than a hobby to me. It was my passion and dream. I think I enrolled to study fashion design that night. Best decision ever!
JOAEN is named after your grandmother Joan and great-grandmother Jean. Can you tell us about these women, and how their relationship with making and craft has shaped the way you design?
Yes JOAEN is named after Joan (grandmother) and Jean (great-grandmother and my middle name). They had a real unique approach to not only fashion, but life. They were patient, practical and carried themselves through life with grace.
They both didn’t come from much money at all. Grandma would sew in exchange for bread and milk. Her lifestyle taught her to design with purpose, for longevity and to make do with what she had. With the little money she had she would invest in good fabrics. She lived with life’s essentials, not with excess.
What I inherited from them wasn't just a romanticised idea of sewing, it was an understanding of our craft as something lived. We share an intergenerational practice of patience, care, longevity and designing with purpose.
You run JOAEN alongside your mum, Mandy. What does it look like day-to-day working with family, and what does she bring to the brand that you couldn't replicate on your own?
Yes Mum is a big part of JOAEN. She continues to share, teach and reflect on the craftsmanship of her mother and grandmother. Mum is also trained in design, so she is equally as intuitive when it comes to the technical side of developing out designs. But the biggest thing is, she is my sounding board. She knows me, the brand, grandma, design quality, sustainability, fit and finish all so well. She is an excellent support in making sure I keep things aligned and consistent.
Our relationship in the business balances emotion and operational aspects. She is part of the story and the brands grounding. But she also plays a big part in the actual design and production itself.
JOAEN closed briefly in 2024 before relaunching last September. That takes a lot of courage. What did that period of reassessment teach you about the brand, and what came back stronger?
Big decision! Lots learnt!
It taught me;
That our story is worth telling.
Our values are strong.
Brand image and messaging is everything!
Having makers that are proud of their work and love their craft, reflects directly into your business, product and success.
Although money is tight, don’t take shortcuts or waver from the bigger image.
JOAEN came back stronger but not because we rebranded or changed our product. We took a break to form clarity. We didn’t close because it failed. We paused because it wasn’t precise enough. The brand now, is as strong as ever and we are definitely seeing the reward for the risk we took.
If you could sum up JOAEN in one sentence, what would that look like?
“JOAEN is a wardrobe built on restraint, longevity and emotional connection to clothing.”
We're so excited to introduce JOAEN to the Denton House community. Can you tell us about the current Fall/Winter collection – what inspired it, and what makes these pieces such strong wardrobe anchors?
Wardrobe 3 offers a collection that embodies an enduring appeal of timeless silhouettes, blending tailored precision with a fluid, graceful ease. Every piece is imbued with the brand’s signature sophistication and considered elegance, offering a wardrobe that speaks to the modern woman with an appreciation for both structure and the nuance of subtlety.
Sharp lines meet unexpected softness through asymmetric collars and refined detailing that nods to classic menswear while offering a distinctly feminine reinterpretation. Cuffs are finished with a nonchalant classiness. Luxurious textures (cashmere, premium Australian merino wool, silk, and Italian and Japanese cottons) form the foundation of the collection. Each fabric is selected for its quality, drape, and longevity, reinforcing a commitment to craftsmanship and purpose.
Wardrobe 3 is designed to layer effortlessly, allowing pieces to evolve with the wearer. This is an approach that combines the functional clarity of masculine dressing with the intuitive adaptability of feminine style.
You've spoken about designing pieces that "live with women, not just on them." Can you walk us through what that actually means in practice, from the way a garment is cut to how it's meant to be worn over time?
Our pieces are designed to stabilise a wardrobe, not decorate it. Each piece improves with wear, it is flexible in styling and they can stay with its owner as she moves through life with different needs and desires. We don’t focus on pieces that are defined with where they can be worn, but instead offer pieces that are there to layer, to repeat wear through the week or day, and they are seasonless in their use. We work with only natural fibres and makes sure our finish stands the test of time in its quality.
JOAEN's relationship with fabric feels deeply personal – and with a merino wool farm on your father's side of the family, that makes a lot of sense. How does that connection to the land and to Australian fibre feed into the way you design and source materials?
Working in the industry, it is common that you largely only see the stages of fabric to garment. For me, I grew up observing the farm to fabric stage, and then the fabric to garment stage.
Having had this background, when it comes to designing, I carry this level of emotional awareness and connection to land. I have seen how passionate and hard working our farmers are about Australian fibres and produce. I feel it is my responsibility to carry that same passion, to share the knowledge and to share the stories.
I design with respect and intention, not with excess.
With new trends constantly coming and going, how do you decide what's worth paying attention to and what to tune out?
Trends for me personally are not a focus, so when it comes to JOAEN I carry that similar position. However, it is still important to be aware of them, just not reactive to them. JOAEN doesn’t carry trends forward. Instead we observe the values and ideas behind them, and translate into what aligns with longevity.
What are five wardrobe essentials you couldn't live without?
Black wool blazer. Bit oversized.
Structured button-up shirt.
Flat shoe – tabi’s or a loafer.
White tee – oversized and a good weight.
And…a classic straight semi-relaxed jean.
Winning the 2026 National Designer Award is a significant milestone, especially just months after relaunching. What does that recognition mean for where JOAEN goes next, particularly internationally?
Yes, it was a massive milestone for us. To be honest, we were excited to just be part of the top 10 finalists for the National designer Award for 2026. The award for JOAEN though means validation and responsibility. It tells me that JOAEN's positioning is understood, and that considered Australian design has a real place in the market. The award recognises our growth to date and it opens doors for us for locally and internationally.
And finally, what's your top recommendation for someone visiting Brisbane for the first time?
Fountain head for a wine, Riser for a pastry, SameSame for dinner, Idle for breakfast, James Street for a shop, and a walk along the river in new farm.
Shop our curated edit of JOAEN on Denton House.
