This Melbourne Label Will Give You French-Girl Vibes

Lauren Payne

It's spring, which means its finally time to replace our warm, wintery wardrobe with pieces that are lightweight, effortless and a little bit more fun. 

This is where Joslin Studio comes in. The emerging Melbourne-based label not only uses breathable, natural fabrics, its aesthetic has a Parisian feel but was designed to compliment the Australian lifestyle. Basically, if you're a French girl at heart, Joslin Studio's founder, Elinor McMahon, has created the warm-weather wardrobe of your dreams

We spoke to Elinor over email to find out how she launched the label, her approach towards sustainability, and what's next for Joslin Studio. 

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Supplied

How did you dream up Joslin? What is your brand ethos?

Joslin is my middle name and my maternal Grandmother’s first name.

I’ve aimed to create a brand that is both effortless and minimalist in its styling, yet refreshingly feminine. 

Each design element embodies the elegance of Parisian street style with the ease of the Australian lifestyle.

There is styling for every woman and every age—the product scopes from little cropped bodice tops through to oversized smock tops—event dressing through to denim, knits and resort wear. 

Joslin is designed discerningly with a philosophy that centres around offering high-end design and detailing, natural fabrications and traditional techniques with a simplicity that allows women to feel confident, elegant and above all comfortable.

How did you find the process of launching your own brand?

It has been a very organic process that has really come down to great timing! I suddenly found myself in a position to start my own business and the comfort zone of knowing I have the experience and contacts in place to back it.  

Social media has directly impacted the traditional pathway for an emerging designer to make an impression within the market and this has definitely been a challenge. 

When I started in the industry there was no Instagram—I’ve focused purely on the design and product to give Joslin a voice. 

Attention to detail and fabrication have been very important, as has range assortment and accessible price pointing. 

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Supplied

What resources helped you in the process of launching your label?

I’ve had a very beautiful experience launching this brand—my partner, family and friends have supported me with complete confidence. I’ve also had so many industry contacts, consultants, creatives, suppliers and colleagues which I’ve met over the years reach out to assist and support wherever possible—I’ve been very blessed.

My first achievement was signing Joslin’s representation with The Lofft Fashion Agency (owned by Margie Woods) and Love And H Agency (Western Australia). As a team, we’ve been able to grow Joslin organically into the right stores with the right positioning.

I am still so thrilled with the incredible accounts our Debut Collection has secured, and I am over the moon happy with our store line up for AW19!

How do you see the brand evolving?

Joslin’s AW19 Collections see an introduction of colour, exclusive floral prints, denim and knitwear.

In the future I will be putting my focus into developing a signature line of luxury knitwear for the colder months as well as a high-end line for the festive season.

Once Joslin is well positioned within the Australian Market, I will be working towards opening Joslin’s doors to the global wholesale market—expanding firstly into Europe and the Middle East. 

 

 

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Supplied

Where do you look for inspiration?

Everywhere—I scroll Pinterest every single morning including my weekends—and I always hold out for Paris fashion week to make my final colour decisions for the coming season.

Since entering the industry, travel has become a big part of my life—whether it is interstate or overseas, I am always on the lookout for fresh ideas, silhouettes and details.

For Joslin’s debut collection, I drew inspiration looking back through my English Heritage, looking at the detailing behind the clothing of the Victorian and Edwardian eras—volume sleeves, feminine bows and sashes, frills and ruffles, pintucks and self-covered button detailing. This is also what sparked the debut collection’s name ‘Heritage’.

Do you have any dream girls you’d love to see wear your collection?

As a young business woman, I’d really love to see Joslin being worn and loved by other incredible business women and entrepreneurs. Particularly those that have had to work their way up in their given industries – they are my inspiration.

Internationally, I would love to dress Australian actress Rose Byrne—her elegance and down-to-earth nature is the epitome of the Joslin woman. 

How do you incorporate sustainability into your brand?

Sustainability is so important to the Joslin brand—but it is such a challenge when trying to remain price conscious and keep up with the consumer’s expectation of ‘see now, buy now’. 

Joslin’s collections are made entirely of natural fibers such as linen, cotton, ramie and silk—even our linings are only made of cotton and viscose. Polyester is plastic (petroleum) in its purest form—which doesn’t decompose, so I don’t wear it or design using it.

I design all my collections with transeasonal elements and the mentality of longevity and in the wardrobe—the Joslin product is designed to be worn for more than one season! I have even incorporated detachable sleeves to many of my garments for multi-wear use. 

As part of the upcoming Autumn 19 Collection ‘Valiant’, I have introduced knitwear made of recycled pre-consumer Cotton. I am going to continue to source recycled fabrics and yarns where possible. 

The packaging for our online store and advertising media, such as our lookbooks are made from 100% recycled paper. 

Shop Joslin Studio:

Joslin Studio Emily Linen Ramie Dress ($389)

Joslin Studio Sinclaire Linen Top ($259)

Joslin Studio Annabelle Linen Dress ($359)

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