Little Black Book Of Fashion: Elinor McInnes

Little Black Book Of Fashion: Elinor McInnes

After ten years in the fashion industry, Elinor McInnes launched Joslin Studio in 2018. The Australian brand quickly won a legion of loyal fans and is now stocked at NET-A-PORTER. It should come as no surprise then, that Elinor knows a thing or two about good shopping. From surprising style destinations to her favourite under-the-radar brands, here she opens her little black book of fashion…


If I could only shop on one street I’d pick Avenue Montaigne in Paris. Thinking about it makes me desperate to travel again (we’re currently locked down here in Melbourne). Whenever I walk up Avenue Montaigne, I’m so happy – the architecture and atmosphere are so beautiful. Celine and Chloé are two of my favourite stores to visit there – the team at Chloé serves the most delicious coffee while you browse.

The city with the most unusual shops is Amsterdam. There are so many interesting vintage stores selling incredible one-off items, from fashion to furniture. The best are in the Jordaan area. 

The coolest piece I’ve ever found on my travels is a pure wool coat in Seoul, South Korea. It’s khaki green with very clean lines and a cocoon silhouette that drapes perfectly. I get stopped in the street whenever I wear it, whether I’ve dressed up for dinner or am just walking the dogs. 

The coolest boutique in the world is The Frankie Shop in Paris. I know they have a store in New York too, which I haven’t had the chance to visit yet. I’ve discovered so many new designers through them and some of the pieces are incredibly unique. I can’t wait to go back. 

The best concept stores in the world are Dover Street Market and I.T in Hong Kong. It’s the in-store experience which makes them so special – both are incredibly well executed. Here in Australia, I have a lot of love for Aesop’s concept stores – they’re not fashion stores per se, but I love how minimalist they are. The Melbourne branch reflects the city’s vibe to a tee.

The best destination for independent stores is Hong Kong – without a doubt. It has so many cool mini department stores, where you can discover countless new designers. I also love New York, Seoul and Amsterdam.

The best department stores in the world are Le Bon Marché and Printemps in Paris. I also love Lane Crawford in Hong Kong. I could spend hours in there, discovering new designers from all over Asia. Le Bon Marché has an incredible activewear and lingerie department. Printemps is incredible for fashion, but my favourite part of it is the lifestyle departments. They have the cutest section for pets and I love browsing the homeware, as it’s an opportunity to discover new European designers that I wouldn’t find in Australia. I have travelled to Hong Kong more than anywhere else for work, so I know Lane Crawford very well – it is always my go to on the first day I arrive. The space is immaculately merchandised, the service is amazing and womenswear is split off into designers from every continent.

The most unexpected destination for great fashion is Seoul, South Korea. I have only been once, but can’t wait to go again post-pandemic. The world needs to know about the incredible talent of Korean designers – I was blown away by it.



The coolest under-the-radar brand is Marloe Marloe, an interiors brand from the Gold Coast, Queensland. It’s not a fashion label, but they are stocked on NET-A-PORTER and I’m obsessed with their home décor pieces – they’re so beautiful.

My perfect shopping day would start with a delicious breakfast with plenty of coffee (being from Melbourne, breakfast out is an essential). I’d prefer not to go to a shopping mall, so instead I’d head to an outdoor strip of stores – ideally in the spring. Lunch would need to include a glass of champagne and, naturally, another one late afternoon. Oh, and no shopping day is complete without a manicure. 

The best people watching in the world is done from Shanghai, which is one of my favourite cities in the world. The fashion is so wild, I could sit and watch the locals for hours. Everyone is so interesting and unique. There’s a real sense that the fashion isn’t just for young people either, which is part of why I love it so much. 

The coolest resort label is Matteau from Sydney. Their swimwear is the best and they have styles to suit every figure. I own quite a few of their pieces and love that they always release new styles in chocolate brown – it’s my favourite colour and, surprisingly, quite hard to find.

The best brand for basics is Bassike. I have been buying their t-shirts for my husband for almost ten years, and I buy a lot of the clothes I travel in from them. The cotton is home grown and has always been organic, plus everything is made here in Australia. For myself, I’ve been buying knitted basics from Anna Quan for the last few years. I have a knitted slim-fit tee in both camel and black, which I wear probably every week.

The best vintage stores in the world are in Potts Point, Sydney. There are several I like; it’s the best area in all of Australia for vintage shopping. I like to visit these places to find crochet and lace inspiration for Joslin.

My favourite vintage pieces I’ve ever bought are a few nightgowns I bought in the markets in Paris about ten years ago. They still inspire my designs for Joslin Studio now. 

I tend to do my own repairs and alterations. I have always hemmed my trousers, mended my own clothes and re-sewn on any loose buttons. Here in Melbourne, we also have an organic dry cleaner called ‘Laundry Box’ – they are our go-to for our boutique customers.



If I could only wear one brand again it would be Joslin, of course! This October we’re planning to launch our Resort 22 Collection, called Nirvana. At the same time we will officially turn four years old; to celebrate we will be bringing back our original Annabelle Linen Ramie Mini Dress, which put us on the map. I also live and breathe for all the pieces from the Phoebe Philo Céline and Chloé eras. 

The best sustainable brand is Maggie Marilyn from New Zealand – I am so impressed by her fierce approach to a better future. Maggie herself is beautiful inside and out and brands, designers, and retailers from all around the world could learn a thing or two from her. Australia and New Zealand have some of the most progressive designers in the world, if you ask me.

For something really special I shop at Scanlan Theodore, which is somewhere I’ve been to for years. For my wedding, I bought Scanlan Theodore dresses for both my mother and mother-in-law to wear. I still buy most of my shoes from them too.

The best fashion gift I’ve ever given someone else was some pieces from Joslin Studio’s first collection in 2018, which went to my mother and sister. It was a pretty special moment. 

The best fashion gift I’ve ever received is my first Céline bag, which was the black Cabas Vertical tote, given to me by my now-husband when I graduated university. 

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