World Mastercard Fashion Week: Joe Fresh

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We were giddy waiting for Joe Mimran to present his  Spring/Summer 2014 Joe Fresh collection in Toronto at World MasterCard Fashion Week last week.

This season, chic functionality, at the core of the Joe Fresh brand’s DNA, is further defined with an Asian-inspired collection that encapsulates modern-glam.

Rooted in the idea of natural materials, all raw cut – the lightness of luxe raw silk and the clean look and feel of raw denim- Spring/Summer 14 draws inspiration from the natural, earthy textiles of the artist N. Dash’s wall pieces. A balance of hard and soft can be seen throughout in scalloped edges, bonded fabrics and pleated dresses. Navy, and the romantic image of midnight blue in Paris, anchors the collection, with shades of the rich hue used for a range of fabrics from denim to croc leather, silk twill to lacquered lace.

“This season, we refined the essence of the brand.  Functionality as the new chic has become the Joe Fresh guideline.  The collection is sexy and cool while maintaining a classic refined look,” says Joe Mimran of Joseph Mimran & Associates, Creative Director, Joe Fresh, Home and Entertainment for Loblaw Companies Limited.


Chinoiserie, antique hand painted wallpaper, and export porcelain were re-imagined for tapestry-like prints. A sexy shantung suit jacket, for example, opens to reveal a decorative chinoiserie print lining.  Antique influences merge with the new seamlessly, as the collection is infused with bright pops of Chinese red and orchid pink, offering unexpected statement pieces in the way of a bold red patent mini skirt and jacket.  A pagoda print recalls iconic elements of pop art.


The clean lines and refined cuts of the collection evoke the effortless look of street style.  There are baseball jackets to pair with narrow trousers, relaxed pajama silhouettes and smart jackets, jeans with brocade trim, and nuanced animal prints to mix: zebra comes in navy and white, cobra and python prints with touches of blue. Luxe tough detailing polishes the look off with rock n roll edge.

The Spring/Summer 2014 “Fresh off the Runway” collection will be sold exclusively at select Joe Fresh store locations and across Canada and the U.S alongside the ready-to-wear collection it has inspired.

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