FRESH FROM CANADA: JOE FRESH

Quirky colour combinations, new voluminous shapes and paisley touches capture the Joe Fresh focus for Fall 2008.

"Other collections can have a much narrow design focal point. I don't have that luxury," says Joe Fresh founder Joseph Mimran. "For us it's not about one face, it's about many different faces. That's how we approach Joe Fresh."

This season's clean, crisp collection of separates and staples delivers a fashion-forward mix of mustards, purples and berry shades grounded against sophisticated neutrals. But as Mimran says, "Even the neutrals are new - the camel shades and pine greens are all filled with a modern edge."

Fall's new silhouettes also get a tony Joe Fresh twist. "You'll see coats with more volume and longer skirts," says Mimran. "There's no question that longer shapes are a very big direction for fall."

As longer lines coexist with fall's new ovoid shapes, paisley patterns and hand-painted floral prints also give shirts and dresses an urban dose of über-slick style.

"There's definitely a more paired-back feel to the season. But if it feels right anything goes," says Mimran, the creative force behind Alfred Sung, Club Monaco and Caban - three of Canada's greatest retail success stories.

As Mimran says, "I've enjoyed all the projects I've worked on in the past. But it's been very gratifying to push the boundaries with Joe Fresh, do this high-volume collection in Canada and get the customer to follow it so closely."

Written by: Constance Droganes, entertainment writer, CTV.ca. Photo by: TK

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