Cynthia Cheng Mintz

Launched in 2006 and sold in many larger Loblaws banner stores (including the Real Canadian Superstore and Maxi & Cie), Joseph Mimran’s Joe Fresh is the go-to affordable brand of clothing.  Despite being sold in a supermarket, this is no soccer mom line.  In fact, Joe Fresh has particpated in the past several seasons of LG Fashion Week, showing its collection just like other brands.  Joe Fresh’s “trendiness” factor has also led to the launch of its first stand-alone store in Vancouver on October 13.  Joe Fresh’s bath and beauty line launched in 2009.  This is available in many larger Loblaws banner stores, beyond those which carry the clothing line.

Crystal Renn (far left) walked the runway at the Joe Fresh show along with “straight size” models at LG Fashion Week last March

Joe Fresh is all about setting changes.  For example, for their Fall/Winter 2010-2011 show, they featured a plus size supermodel, Crystal Renn.  According to representatives of Joe Fresh, they are “always choose [their] models based on the design direction of the collection” so it’s quite possible that we’d see something different again.  Who knows, maybe, if they ever have a full-out plus or petite line, you’d see an entire runway of models who’re around size 14 or one with women 5’4″ or below.  Of course, it would depend on market demand.  Joe Fresh is pretty inclusive of body types, selling sizes 2-16/xs-xxl for women, as well as men’s and kids’ clothing. 

The tweed skirt and slim black pant are two of the “must-have” items for fall/winter 2010-2011

So what’s in this season?  Joe Fresh stylist, Adrienne Shroom, the “in” looks include prep (button downs, chinos and blazers), animal prints (including faux fur), “90s minimalism” (sleek, tailored and black) as well as the “outdoor” look (think winterized cottages and winter camping).  As for the “must-haves”?  Why not get a tweed skirt or slim back pant?

Images courtesy of Joe Fresh