Elinor McInnes, the Creative Director and Founder of Joslin is a visionary fashion designer with a diverse background that uniquely informs her brand’s ethos. Based in Melbourne, Elinor graduated from RMIT University with a Bachelor of Design in Fashion and swiftly immersed herself in the city’s dynamic fashion industry. She embarked on a remarkable journey through various roles, including boutique work, womenswear brand management, and wholesale design development. This multifaceted experience honed her design skills and offered a comprehensive understanding of the fashion business landscape.

Elinor’s passion and creativity culminated in the founding of Joslin. The label, launched in October 2018, rapidly gained traction for its distinctive niche in the market. Elinor’s intuitive design sense addressed a gap in the fashion landscape, offering a range of versatile, sophisticated linen and ramie pieces for women seeking elevated daywear and casual event wear.

Elinor’s dedication to sustainability and transparency is integral to Joslin’s identity. As the fashion industry grapples with ethical concerns, Elinor’s commitment to responsible practices led her to carefully source materials and manufacturers with impeccable credentials. This approach evolved organically as Joslin grew, with Elinor’s meticulous research and values-driven mindset shaping the brand’s ethical foundation.

In addition to her design acumen, Elinor’s dedication to bridging the gap between timeless femininity and contemporary cool defines Joslin’s romantic yet minimalist aesthetic. She designs for a diverse clientele, catering to those seeking beautifully feminine pieces with a modern, effortless edge. Elinor McInnes’s journey from industry immersion to innovative entrepreneurship has not only realised her creative vision but also contributed to the positive transformation of the fashion world.