Joe Fresh Style

Nicole Stewart

Credit: Pimentel (Wireimage)

Fashion tycoon Joseph Mimran’s design crew did it again. Blasting back to the seventies with turtlenecks, colour blocking, wide leg trousers, and an overwhelming selection of mini skirts, it’s almost hard to believe that this is the cheap and cheerful wonder mixed between housewares and bulk food.

Striking combinations of kelly green, cobalt blue, honey mustard, and the namesake Joe orange came down the runway in brilliantly styled combinations of knee length dresses, neoprene overcoats, minis, and classic shirts styled with gold, gold, and more gold. Even the fashion elite will be looking for those laceless gold oxfords!

Highly adorned with beads, fringes, feathers, and appliques, these mini skirts were impressive. Certainly not what you would expect from a simple budget label like Joe Fresh, giving pause over how much they will really cost come fall 2011. Surely, not $29.99?!

Those with a keen eye will be jumping on the items that aesthetically speaking looked like they belong on a Jil Sanders runway. We’re pretty sure that nothing actually fell off of a turnip truck and accidentally landed on the Joe Fresh catwalk, but you never know.

Interestingly enough, what was talked about even more than the collection were the New York writers brought in to sit in the front row, including well-known fashion writer and New York Times best-selling author, Derek Blasberg. If that doesn’t say US expansion, I don’t know what does. Rumor has it Joe Fresh Style will be opening a stand-alone store on Fifth Avenue this fall.

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