A woman in nature with brown hair standing in a leafy tree on a branch  wearing a white femanine blouse with a plunging neckline and white shorts.

Find Romance Again with Sustainable Brand, Joslin

Find Romance Again with Sustainable Brand, Joslin

I first discovered Joslin at the beautiful Smoke and Vanilla boutique on the Mornington Peninsula. I purchased a white knit jumper that had a beautiful neckline and unique and understated detailing.  Joslin's romance and femininity draw people in, and it did for me. Joslin was founded in early 2018 in Melbourne, Australia (my home town!) by former RMIT student, acclaimed designer Elinor McInnes. Elinor designs discerningly with a philosophy that centres on sustainable practices to create enduring, seasonless collections crafted with natural fabrications and traditional techniques.

It is for these reasons that we have chosen to partner with Joslin in the AJ boutique and stock their delightful creations. They have already proved to be a talking point in the store. 


The signature JOSLIN aesthetic is underpinned by romance, timeless elegance, and an alluring holiday vibe. The minimalist mood is complemented by feminine detailing (including signature buttons, ruffles, bows, ties, and crochet trims) and silhouettes that speak to comfort, versatility, and effortless glamour. 

When you buy a Joslin piece, you buy it for longevity. Styles are not dictated by constant changes in trends and fast fashion. Instead the Joslin aesthetic has a distinct look that is both effortless and luxurious. 


Joslin only uses textiles, yarns and raw materials that are of natural origin and traceable to the source. Joslin has due diligence in ensuring certification, traceability and authenticity, improving environmental conditions, social and ethical compliance, and carbon footprint within their Tier 2 and Tier 3 suppliers.


Joslin's collections are not defined by seasons that become obsolete after three months due to traditional fashion calendars. Joslin values transeasonal and enduring design elements to give garments longevity, with the belief that no garment is ever designed to be worn once. 

A beautiful woman with brown hair is standing in nature outside in front of a large tree wearing a Joslin dress with gathering detail and pleats.

Sustainability Recognition

When you read the above information about the values that this iconic Australian brand lives by it is no surprise that the Abbie James Boutique was beyond excited to give Joslin a new home in the Fitzroy boutique. Soon after Joslin and the AJ boutique partnered, we heard the news that Joslin received the sustainability award in the National Design Awards for PayPal Melbourne Fashion Festival. This award just confirms the work that Elinor and her team, who are such lovely people, put in to create such an intentional, sustainable brand.

With so much greenwashing being thrown around the fashion industry, it is refreshing to see that brands such as Joslin are leading the way with strong values, integrity and authenticity. 

You can find the AJ curation of Joslin in our Fitzroy boutique and online. 

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