Josie is the culmination of Sydney-based fashion veteran Aine McCourt’s lifelong love affair with fashion. From a young age Aine was influenced by her grandmother and namesake – Josie. Josie embodied the very spirit that the label strives to encapsulate – fun and flirty, a little bit cheeky and slightly quirky. There is no denying the label’s vintage appeal; femininity is key, the look is effortless.

Her years in fashion have seen Aine work in every aspect of the industry. Starting out in retail she soon shifted into wholesale sales and after a few years she had opened her own sales agency as well as her own retail store. This invaluable experience lends itself to her new venture: “I feel I have a really well rounded point of view when it comes to designing. I not only look at a piece from a design perspective, rather I have a more holistic approach – I think about what the customer wants to wear, how they want to wear it and how they ultimately want to feel wearing it.” says McCourt.

Every Josie collection focuses on vibrant colours and prints in fun, flirty styles. With her experience on the shop floor giving her an innate understanding of exactly the way her customers wanted to dress and a desire to create a label that was accessible to a broader market, McCourt designed Josie to suit a variety of shapes and sizes. Collections come alive in a myriad of print and colour with a vintage-inspired mix of prints in easy to wear shapes.