Imagine a fashion brand so deeply rooted in family legacy that it wins Australia’s most prestigious award for emerging talent. That’s exactly what happened to Grace Kelly and her mother, Mandy, whose label Joaen just claimed the National Designer Award at the Melbourne Fashion Festival. But here’s where it gets even more fascinating: this isn’t just a story of success—it’s a tale of resilience, reinvention, and the power of generational wisdom.
In 2024, Grace made the bold decision to close Joaen, her Brisbane-based brand, to reassess its direction. Fast forward to Tuesday night, and she’s standing on stage, accepting the award that celebrates the best of Australia’s rising fashion stars. ‘It’s such a whirlwind,’ Grace admitted. ‘I didn’t expect this so quickly.’
Founded in late 2020—a time many would call ‘risky’ for starting a business—Joaen was always more than just a label. The name itself is a tribute to Grace’s maternal grandmother, Joan, and great-grandmother, Jean. ‘I felt [Joan] with me during that collection,’ Grace shared. ‘Before anything goes into production, I think, ‘Yep, she’d be proud of this.’
And this is the part most people miss: Joaen is a true family affair. Grace’s mother, Mandy, is her partner in the brand. Though Grace never knew her grandmother personally, Mandy believes she connected with her through ‘the fashion spirit.’ ‘Grace started this company based on the generational passing down of wisdom and fashion,’ Mandy explained.
But here’s the controversial part: In an industry obsessed with trends, Joaen dares to look backward to move forward. Grace draws inspiration from her mother’s and grandmother’s wardrobes, reimagining the tailored silhouettes and durable fabrics of their youth in regional Queensland for modern audiences. Is this nostalgia, or is it innovation? We’ll let you decide.
Adding another layer to the story, Grace’s family owns a merino farm on her father’s side. Growing up surrounded by high-quality fibers, she’s determined to celebrate Australian materials in her designs. ‘I really want to make sure I champion our fibers,’ she said.
Though Grace dreamed of having her own label ‘since she was a little girl,’ her path wasn’t linear. After high school, she enrolled in architecture—only to drop out after four weeks and switch to a fashion degree at Queensland University of Technology. Talk about following your heart!
Now in its 30th year, the National Designer Award is a game-changer. Winners receive a $20,000 cash grant and a $150,000 partnership package to scale their business. Grace plans to use the funds to ‘expand in every avenue we can,’ including international markets. Bold move, right?
Chris Wilson, executive general manager of David Jones and a judge for the award, praised Joaen’s ‘cohesion from the silhouettes to the color palette’ and its ‘amazing level of detail and craftsmanship.’ He was particularly impressed by Grace’s decision to close and relaunch the label. ‘She had the fortitude to say, ‘What I’m doing hasn’t worked. I need to reinforce what I stand for,’’ Wilson noted.
Other standout moments from the awards included Rachel Van Brussel of Van Brussel, who earned an honorable mention for sustainability (and a $10,000 prize) for her use of dead-stock fabric in elevated streetwear. Meanwhile, the People’s Choice Award went to Justin Tong, whose occasion-wear draws from Vietnamese tailoring.
So, here’s the question: In a world that often prioritizes the new over the timeless, does Joaen’s focus on family and heritage give it an edge—or is it a risky bet? Let us know your thoughts in the comments. One thing’s for sure: Grace and Mandy Kelly are proving that fashion can be both deeply personal and universally appealing.
