Toronto Fashion Week: Joe Fresh Fall 2014

More fur for fall 2014!  The biggest trend on runways around the world was well represented at the Joe Fresh fashion show at World Mastercard Fashion Week.  The cozy looks showed a very good understanding of the winter weather of the Canadian North.

The palette was earthy, with brown, khaki, green, grey and pops of bright orange.  Fur trimmed hoods, fur vests and heather knits looked warm during the still chilly delayed spring outside in Downtown Toronto.  Funny, the Maybelline beauty team took the cold weather inspiration literally by giving the models a flushed cheek, pale face and pouty lip to look like they just came in from the arctic outdoors.

My favorite pieces were the graphic ones.  Sweaters with snow capped Canadian Rockies, a closeup of a wolf's face were artistic.  There were silk dresses printed with beautiful forest artwork evoking the autumn colors I loved growing up, or the pretty contrast of dark branches against snow.  The look of these pieces from the runway had a much more elegant effect than the highly accessible price point that Joe Fresh is known for.

Joe Mimran and wife (Pink Tartan's Kimberley Newport-Mimran) are the first couple of Canadian fashion.  They know how to capture the shoppers of all budgets and taste.  I have to say I am impressed that these two keep showing their collections in hometown Toronto rather than migrating south like many Canadian brands that have found success across the border. Go Canucks!

photos by David TW Leung

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TORONTO FASHION WEEK: Joe Fresh Fall 2013

Hey Joe, what d'ya know... The once grocery store generic clothing brand from Loblaws crossed the border to become one of New York's and J.C. Penney's hottest labels.  Their fall 2013 collection last night at Toronto Fashion Week brought the palette back to a basic palette of black and white.

Leatherette motorcycle jackets, slim cigarette pants, chunky cropped sweaters, thin stripes and a few demure head scarves with knee length skirts gave the collection a 1950's rebel feel.  A few parkas, skull prints and camouflage patterns in shades of grey gave a rock n' roll feel to round out the show.  There were some nicely executed pleat details on skirts and jackets.  There were variations on peacoats.  There were a few embellished jeans that looked quite rich considering the price point I know they usually hit.  

Huge stores on 5th avenue and pop-up stores in the Hamptons have successfully fooled fashionistas on a budget into thinking Joe Fresh is the savvy savior from the mass saturation of H&M, but I'll always remember them as the label hanging next to my President's Choice chocolate chip cookies.

Kudos for their quick embrace by the American shopper.  Any Canadian fashion veteran knows the tough road to translating their local success to the south.  I have to think founder Joe Mimran must have had some fashion guidance from wife Kimberley (designer behind the label Pink Tartan) who also made success with New York and Toronto boutiques.

Now, if they would only sell those cookies at the Manhattan store...

See the full collection here.

photos by David TW Leung

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TORONTO FASHION WEEK; Joe Fresh Fall 2012

 Groovy baby!  Canada's most recognizable fashion brand, Joe Fresh presented their fashion show yesterday.    The collection had a lot of  1960's inspired silhouettes.  Mod mini-skirts and dresses, tight cigarette pants and cozy duffle coats were flattering to all.  The color palette was a rainbow of warm fall shades of maroon, orange, mustard and red, as well a cool palette of bright blue and green.  Black and white was used in the form of basics or over-sized houndstooth pattern.  Chunky knit hats, faux fur stoles and boxy handbags were the accessories of choice.  

This is always the most highly anticipated show in Toronto and most likely to have Canadian celebs in the front row. Fellow designer colleagues make it out next to the runway too, such as Pink Tartan designer Kimberley Newport-Mimran and designer Evan Biddell.  

While the patent leather jackets, sexy mini dresses and tailored coats look fabulous down the catwalk, what will actually be found in the stores might be very different.  Patent leather, wool and detailed knits could give way to vinyl, nylon blends and machine knits to hit their famed low price point. The tailoring that makes the models look sharp could be refit to accommodate a larger variety of bodies.

 Joe Fresh, by designer Joe Mimran started out as a supermarket clothing line known for its trendy styling.  Within the last year, it has made a big splash with shops on Fifth Avenue in Manhattan.  Whether you like your jackets next to the juice aisle or one of the many people carrying the orange bag on the streets of NYC, one thing is clear.  Joe Fresh is a hit.

A rose for designer Joe Mimran from a happy investor?

Photos by David TW Leung

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Cougar Pillow Boots & Joe Fresh Suede Boots

One of my favorite parts of fall is to shop for boots.  While cute strappy shoes are pretty in the summer, the grungy NYC commute and wet rainy streets make open toes a disgusting part of summer.

Two new acquisitions for the season are a shout-out to two of my favorite accessible Canadian brands.  I grew up in Toronto, and while I love Manhattan, I gladly take the opportunity to reconnect with my peeps up North by a good dose of shopping. 

Cougar Pillow Boots are an iconic fashion item in the history of Canadian outerwear.  The brand itself came roaring back in recent years mixing their signature craftsmanship and comfort with newfound fashion relevance.  If you saw my tweets during last winter’s blizzard, you can see exactly how much I appreciated their black Ringo Star boots during the slushy frigid month. 

The Pillow Boot is one of the most comfortable, cushy boots I have ever tried on.  I am so used to heels and impractical footwear, that I never realized boots could feel this way.  While the Pillow Boot is a deviation from my usual girly style, I found it worked perfectly with Joe Fresh Leggings, a cozy scarf and edgy All Saints cardigan.  The boots are made in Italy and based on friends who still hang on to the originals, last a long, long time.  

Joe Fresh is a supermarket clothing chain in my favorite grocery store, Loblaws.  That alone should have any fashionista running for the hills.  Surprisingly, it has cute, trendy pieces with a very affordable price point.  The brand is putting in a big effort to market itself as a serious fashion collection.  It was one of the most sought after invites at Toronto Fashion Week last fall.  It opened a pop-up shop on the Main Street of East Hampton, and now opening two boutiques on Fifth Avenue in Manhattan.

My little suede boots here have antiqued gold grommets and a hard-core rubber sole for serious walking.  Despite the 3-inch heel, they almost feel like flats.  My Mom liked these because they could be sporty, or paired with a very feminine printed silk chiffon Catherine Malandrino skirt and denim jacket.  The leather rose headband is from another Canadian brand, Le Chateau.

How does a New York Fashion industry vet merge her Canuck Ex-Pat roots for autumn? She shows love my marrying labels above and below the border.

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Toronto Fashion Week: Joe Fresh Spring 2011

Next time you cross our Northern border, you can pick out a cocktail dress along with those famous President's Choice cookies at the local grocery store.  It's absolutely true as we penciled down our grocery list to include Joe Fresh collection pieces which were presented at the Exhibition Hall in Toronto for LG Fashion Week.

The Garden of the Finzi Continis movie clip played for the audience before the show.  We were perplexed at first to see early 20th century tennis whites floating on the silver screen when gift bags clearly announced a collaboration with Scouts Canada. However, it came into focus through the show.

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