When I first heard about the Joe Fresh clothing line, I’m not going to lie I was a bit skeptical. Mine was one of the scoffs heard round the country when I got the news that Joseph Mimran is going to sell a new collection in Grocery Stores around Canada. My mind immediately went to mom jeans and tacky sweaters with pictures of kittens playing with balls of yarn on them..okay maybe not quite as severe but you know what I mean.
I decided to give it a try, stopping by whenever I needed to run to the grocery store and I found myself impressed. Not only by the style but by the quality of the clothing. Knowing Mimran’s background with Club Monaco, I knew I should raise my expectations, but skepticism got the best of me.
Today, Joe Fresh is one of the most beloved lines in the country. I could not believe the hype for the show when I went to fashion week. The media Pitt was hardly possible to survive with all the pushing and shoving just waiting to be let in. As soon as the models began stomping onto the runway, I became a fan. Mimran truly understands a woman’s body and how to make complimentary clothing.
This past week at Toronto Fashion Week, Mimran’s Fall/Winter 2013-2014 line was a nod to the Parisian jazz scene in the early ’90s .When asked what his inspiration was, the designer responded with “that chic French girl whose style was so effortless and cool—the early days of street style”
The line featured mostly black and white clothing with touches of blue here and there for effect. faux tattoos that read “la verite” and “adore” were plastered on the models to give the image of a tough look with a soft Parisian message.
With stand alone stores popping up all over Canada, and the line slowly making its way into thousands of JC Penny stores across America, Joe Fresh clothing is not only simple and wearable, but affordable and attainable. yay to Canadian fashion
