Joe Fresh has changed. When it first launched, it was full of basics – very “normcore” as one might call it in 2014 and very suburban family. It was “Minivan Life.” Of course, what would one expect from a line of clothing that could be purchased from a grocery chain? Fast forward to 2014 and it is fairly different, with more fashionable pieces.
While yes, the basics are still available – the $10 t-shirts and capris – Joe Fresh has risen to the similar level of affordable fashion as, say, H&M, Topshop and UNIQLO (when is this place coming to Canada, anyway?). And this was very visible in the Fall 2014 collection, presented at World MasterCard Fashion Week on March 19. The colours were fairly neutral (though there were pops of Joe Fresh/Loblaws Orange), filled with olives, camels and, of course, black. Pieces ranged from skinny pants paired with bulky sweaters (but in a good way – no “tree” looks like one saw in New York) to some flowing tunic style tops/dresses for women and a good amount of faux fur. The guys’ looks were a bit plainer, however (and not too many pieces were presented). And since it’s Joe Fresh, there really isn’t much need to comment on fit on regular body types – it mostly does. It would be nice, however, if Joe Fresh offered plus and petite sizes (I could be their petite fit model, if needed).
While the Fall/Winter collection is more forward, Joe Fresh still sticks to its roots. There isn’t any worry for Joe Fresh’s old fans who are either just looking for basic pieces to wear to a casual work environment or for the weekend or those who like to pair affordable pieces with designer wear. However, there is still more room to grow. Perhaps we could see some collaborations with other designers soon?
