Where are they now?
Grace Kelly: 2021 iD International Emerging Designer Finalist
You may remember Grace Kelly from the 2021 iD International Emerging Designer Awards, where her timeless and beautifully crafted collection Eidê made a lasting impression.
Grace has since gone on to create JOAEN, an Australian fashion label that continues her commitment to timeless design, craftsmanship, and thoughtful making.
Named after her grandmother Joan and great-grandmother Jean, JOAEN honours the women who shaped Grace’s appreciation of quality and enduring style; a Queensland University of Technology Fashion graduate, she now runs the brand with her mother Mandy.
Rooted in rural Australian heritage and informed by clean Scandinavian design, JOAEN focuses on sculptural tailoring, intentional knitwear and tactile materials — garments made to be worn and loved for years, not just seasons.
“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
Explore more of Grace Kelly’s beautifully crafted label:
Photography: Cecile Jegsen
Stylist & Creative Director: Sara King Moura Cur
Hair & Makeup: Fie Mazepa Rasmussen
Model: Ida Ellinor Hermansen