LG Fashion Week: Joe Fresh S/S 2012

Hello Darlings,

The day two of LG Fashion Week made for a disastrous evening but more on that later. On the third day, I was invited to attend Pink Tartan and Joe Fresh shows. The husband and wife — Kimberty Newport Mimran and Joe Mimran — team always show their collections on the same day with Joe Fresh's show being the last one.

This year was no different except that I missed Pink Tartan due to heavy storms and terrible traffic. Despite the disappointment, the Joe Fresh show was fun and pleasant with many A-list models strutting in preppy looks.

Hands down, Joe Fresh is the one of the most hyped shows at Toronto Fashion Week. Although it was started as a grocery store brand with $50 pea-coats, it has then set a bar for Canadian cool. Yes, Joe Fresh line does reminisce of Club Monaco which was founded by Joe Mimran and Alfread Sung in 1985 and since then sold to Polo Ralph Lauren in 1999. The primary difference is the price, with Joe Fresh carrying H&M price tags for crisp and clean looks.

Despite never being a Joe Fresh customer as  I suspected the quality  and durability of designer, I am now reconsidering the position. The spring/ summer 2012 collection did not produce any trends, it did present a wide scope of wearable designs that will keep anyone cute and fresh. The only problem is that many of Joe Fresh  runway designs do not make their way into production. As a result, as to how many runway pieces are going to be for sale is still a mystery! Aside from a large collection, Mimran packed his runway with Canadian  fashion heavy-weights such as  Amanda Leine, Taryn Davidson, Alana Zimmer and Yasmine Warsame.

I am wearing:
 Diane Von Furstenberg Roccoco Armour Jacket
Club Monaco Gwen Skirt
 Silk Scarf from Turkey
 La Baccarina Leather Thigh-High Boots
YSL Arty Ring
 Gustto Coreka Leather Purse

As for my fresh and cute look for the show, well it was anything but fresh and cute outside. With terrible downpours and tragically cold weather, a girl had to option but bundle up. I chose my favourite thigh-high boots and paired them with my new Club Monaco skirt.
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With Love...

Marta

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