JOE FRESH Lightens Up for Spring '14

Joe Mimran gives a triumphant fist pump to his fans after the Joe Fresh Spring '14 show at World MasterCard Fashion Week. All photos by George Pimentel Photography.

As the lights dimmed at World MasterCard Fashion Week on Wed night, a collective hush fell over the crowd. We'd placed bets in the media lounge about how Joe Fresh would handle Spring '14 - some expecting all white, others hoping for bold brights. We all had our fingers crossed for a return of a happier, brighter JOE after his highly-debated collection for fall, all black and dark and '90s Paris edgy.  Would he bring it on? 

And then it began. A parade of chic navy looks in raw silks and frayed denim started the show (said to be inspired by modern artist N. Dash). Then came the Asian-inspired reds, in that perfect shade of Lady Danger orangey-red which made the strongest impact worn head-to-toe. Next came the prints - super fun blue and white zebra stripes, watery python prints, elegant Asian florals and cool blue camo with tough-luxe detailing throughout. And a hologram mini that sparkled and shimmied its way down the runway to the beats of Britney's 'Work B**ch' made us all swoon. The whole collection felt modern and cool with just the right amount of edge, and unlike last season, the theme didn't seem the least bit forced.

Creative Director Joe Mimran said, "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."

As LOULOU Magazine's Liv Judd-Soye, and The Style House fashion plate Afiya Francisco and I headed to the Joe Fresh after-party at Lee, we all agreed; Joe Fresh totally killed it for Spring '14. On my ever-growing shopping list: The blue silk skirt with the white tiger tee, the zebra-print midi skirt, the croco-print mini with the midnight blue sweater, the red silky pants and the liquid sparkly skinnies and blazer. Note to self: Must edit - though I'm not sure whether I should shorten my list or cull my closet to accomodate these beauties.

The Spring/Summer 2014 “Fresh off the Runway” collection will be sold exclusively at select Joe Fresh store locations, though I'm hoping the collection will follow the Fall '13 lead and go online next spring. Fingers crossed. x

While fast fashion is certainly not without its flaws, I'm heartened to see the important steps Joe Fresh has taken lately to make things right. See this article in yesterday's Globe and Mail to see how the company is responding to the Bangladesh disaster. Do you think it's enough?

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