Joe Fresh!

Most high profile fashion lines are not always sold at grocery stores, but such is the case with Joe Fresh. Mr. Mimran’s highly attractive and highly affordable spring line was more than what we expected from this Canadian label. The show began with a bang as Keith Richards youngest daughter Theodora came storming down the runway , followed by Canadian supermodel Taryn Davidson. Immediately we noticed a Dutch farm girl vibe, from the blue checker patterns to the clogs. The neutrals mixed with delicious shades of pinks, yellows and blues to accommodate the significant amount of white used in the clothing. Some of our favourite pieces included a chiffon pleated skirt (in each colour of course), a women’s ¾ length rosette coat and a white men’s cardigan.





We had the pleasure of interviewing Mr. Mimran after the show to congratulate him and hear what we had to say about his show.





FAY: “First off, we would like to congratulate you on the show; we absolutely loved the entire collection! Could you please tell us a bit of the background of the collection and what inspired you?”





Mr. Mimran: “Thank you! Well, nudes were very important-legs were really important. It was about this whole innerwear/outwear thing. It started with a shear blouse, which immediately set it off. Then it became a matter of what to wear with it-what shoes. Well, if you put them in high heels they tend to look a bit sireny. We chose clogs because it drills the look down a bit and can make it look a certain way, which can look a bit farm girl. But, when the girls wear them with their long legs it can look very sexy and very chic-something that represents the Joe Fresh brand. And then the rosette thing, I love rosette’s-I did something with them last season. I really wanted to experiment with it, but hopefully it came across with a certain vibe."





FAY: “What was your favourite piece of the collection?”





Mr.Mimran: “God! That’s tough! I would probably say the rosette coat; it was definitely one of my favourites!”





FAY: “Can you tell us what it is like to be a Canadian label within Canada? And what is it like competing with other international labels?”





Mr. Mimran: “I think that it’s difficult because you have brands around the world that have huge leverage, and huge quantities. They come in this marketplace and they get instant recognition from the consumer. I think that we have to work even harder to try and get our piece of the pie. But i’ve always been a big supporter of Canadian talent and saying that we can make it happen from here, and we know we can make it happen from here. You know we’ve got to preserve it, the minute the international guys come in you don’t need our designers, and you don’t need our creative marketing people-who cares, right? I think it’s really important that we continue to make it happen!”





FAY: “And lastly, would you be able to give any advice to members of our fashion association?”





Mr. “Mimran: Well I think you have to be passionate about what you do and don’t give up - and believe in your dream, be realistic and have a real business mind.”





FAY: “Thank you very much, we loved the collection and enjoyed the show”





Mr. Mimran: “My pleasure, thank you!”

For more pictures, see: http://www.fashionmagazine.com/blogs/fashion/at-the-shows/2009/10/22/toronto-joe-fresh-style-spring-2010/