All posts under ‘Joe Fresh’


We get the scoop on Joe Fresh’s addictive Spring 2013 commercials (that song! the models! those dance moves!)

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In the days of PVR it’s got to be near impossible to break the impenetrable attention span of TV watchers, but Canadian megabrand Joe Fresh seems to have done it with a slew of bouncy new commercials. Inciting Twitter buzz, Google searches and even a YouTube remake, Spring 2013’s ads have that same je ne se quoi as Gap’s mid-nineties “Khakis Swing” commercials. The song! The models! Those vibrant colours! It seems that everyone wants to know more, and we’re here to give our readers some answers.

Here’s the breakdown:
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Video: Behind the scenes with Joe Fresh at Toronto Fashion Week Fall 2013

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Joe Fresh‘s Fall 2013 collection was rife with interesting inspirations. Hear all about punk, Paris in the ’90s and more in this behind the scenes video starring the creative director himself, Joe Mimran!

Visit our Fashion Week page for complete coverage »
See the full Joe Fresh Fall 2013 collection »


Inside the Joe Fresh afterparty: 20 photos of the stylish set proverbially kicking off their heels after the Fall 2013 fashion show

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Joe Fresh Fall 2013 Afterparty Joe Kimberley Newport Mimran Galen Weston

Photography by George Pimentel

Check out the photos from the Joe Fresh after-party »

Given the well-heeled ladies and gents that show up for a Joe Fresh fashion show, you’d never believe the label’s wears run as affordably as they do. Though as any Loblaws shopper in Canada knows, they do. After last night’s punky all-black Fall 2013 outing, showgoers were looking to kick off their heels (proverbially speaking) with signature orange cocktails, mini tacos and pulsing DJ beats at the private watering hole, Storys.

Fresh off the Fresh runway, models Heather Marks, Meaghan Collison and a group of studly males in tight sweaters flooded the room with just enough impossible beauty to make the ogling worth it. Creative director Joe Mimran and wife Kimberley Newport-Mimran showed up in coordinated head-to-toe black suiting, adding their own luxe touch to the non-colour of the night. As the two cozied up to Loblaws frontman Galen Weston, nightclub impresario Charles Khabouth and our favourite dandy, Bruce C. Bailey, an informal dance party broke out with queen of the moves, Andrea Bolley, at the forefront. Just an average rip roaring night in Toronto as of late, it seems.
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The Joe Fresh girl cuts off all her hair and goes rocker chic for Fall 2013

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Joe Fresh Fall 2013 backstage beauty

Photography by Jenna Marie Wakani

See the full backstage gallery from Joe Fresh Fall 2013 »

There’s always been a pretty predictable pattern to the beauty for Joe Fresh: clean faces, rosy cheeks, a poppy lip and straight, simple hair—usually pulled back into a low ponytail. It’s a beauty routine that plays into the mass appeal of the brand, while also literally playing into the “Fresh” part of the Joe Fresh name.

For Fall 2013, however, the beauty was dictated by that other thing Joe Fresh is known for: being right-to-the-minute on-trend. As such, the cute ponytails were kicked to the curb in favour of punk-inspired cropped cuts. After all, with Marc Jacobs and Louis Vuitton covering up models’ hair with dark brown wigs and brands like Dior, Chanel and Givenchy all embracing short hair this season, it really is the time to cut it all off. Read more »


Joe Fresh Fall 2013: 48 tough-girl looks that brought ’90s-era Paris to Toronto Fashion Week

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Joe Fresh Fall 2013

Photography by Jenna Marie Wakani

See the Joe Fresh Fall 2013 collection photos »

Punk, Paris and affordable price points: Hello, Joe Fresh Fall 2013. For the first time in as long as we can remember, the label’s signature bright hues were kicked to the curb in favour of an almost all black collection of highly trendy, ultra tough clothes inspired by the French captial during the early 1990s. “That chic French girl whose style was so effortless and cool. The early days of street style” said creative director Joe Mimran of the collection. Dressed in all black himself backstage, he waxed poetic about Fall 2013’s many artistic inspirations, which included the text work of artist Ed Rushcha (it made for two epically lettered sweaters that closed the show) and the words of Malcolm McLaren, which very literally set the show’s impetus with the lyrics “I wore black, you were black, Jazz is Paris and Paris is jazz.”
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Patti Smith lights up the AGO: 48 photos of the high priestess of punk and her legions of adoring (and stylish!) fans

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Patti Smith AGO

Photography by Jenna Marie Wakani

See the photos from Patti Smith at the AGO »

Patti Smith is taking Toronto by storm. Body and soul, too. With a solid-week of press conferences, appearances and sold-out shows in support of her exhibit “Camera Solo” at the Art Gallery of Ontario, the once reluctant high priestess of punk has morphed into a veritable art shaman, worthy of the same worship she attaches to the figures she features in “Camera Solo” through photographs and objects of their belongings, abodes and resting places.

Last night, the 66 year-old singer took to the makeshift stage in the AGO’s Frank Gehry-fied centre court for the first of two back-to-back sold-out performances as part of the museum’s monthly 1st Thursdays art party program. Along with her daughter, Jesse Paris Smith on piano and guitarist Tony Shanahan, she lit the night with renditions of songs like “Ghost Song,” “Pissing in a River” and “Because the Night” as well reading excerpts from her book Just Kids. The excerpts, which seemed to tie in with the canonizing theme of the exhibit, included tales of Allen Ginsberg and a poem for Robert Mapplethorpe.” He didn’t live to read it, so I’ll read it to you,” she said.
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From the February 2013 issue: Everything in this photo shoot is under $100!

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FASHION Magazine February 2013 Under 100

Photographed by Richard Bernardin. Styled by Zeina Esmail. Hair and makeup by Anna Nenoiu for p1m.ca/Tresemmé Hair Care. Manicure by Leeanne Colley for p1m.ca/Revlon. Fashion Assistant, Eliza Grossman.

See the Under $100 photo shoot! »

You don’t have to spend a fortune to look like a million bucks, especially in a season of hot pants, top to toe florals and frankly faux gems. In this photo shoot from our February 2013 issue, we selected some of the best pieces of the season from mass retailers like H&M, Joe Fresh, Gap, Guess and more that will cost you no more than $100 each. And as any fashion fiend on a budget knows—under $100 ain’t no easy feat.

So go on, click through our photo shoot and sigh a big sigh of relief; the credit card devil needs not rear his ugly head this shopping trip.
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Top 10 Fashion Influencers of 2012: We count down the biggest and best moments from Raf to Rihanna and back again

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top 10 fashion influencers 2012

By Randi Bergman and Meredith Gillies

2012 has been quite the year. We’ve waited for Carly Rae Jepsen’s phone to ring since what feels like forever, we developed major girl crushes on Girls director/writer, Lena Dunham, and we felt like we’d never be as cool as Azealia Banks. Jepsen, Banks and Dunham may have rocked our worlds this year, but in the world of fashion, important things that have gone down too. There have been soaring highs, crashing lows, and shocking changes for celebrities, designers and even journalists.

Designer shifts at Balenciaga and Dior that are just a sampling of what seems like an endless list of fashion shakeups that went down over the past 12 months including Stefano Pilati and Hedi Slimane at Yves Saint Laurent, YSL becoming simple Saint Laurent Paris and more. And speaking of shakeups, Kristen Stewart’s rise from a teen queen to a heartbreaking fragrance face has been epic to say the least. So let’s look back, reflect, and count down together the events that made 2012 so real.

See our list of 2012′s top influencers »
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