Joe Fresh Spring 2013
A scene from Alfred Hitchcock’s “Rear Window” floods the screen and images of spirals bring to light the theme of monochromatic geometry. With glimpses of pop art styles of the 1960s (think Twiggy and Antonioni’s ‘Blow Up’), the mood was transformed to mod when Joe Fresh debuted their Spring 2013 collection to a full crowd of fashion and fair-price lovers.
Keeping with his atypical genre styles including “modern sportswear, refined minimalism and exciting new fabrications, colours and prints,” the styles were fairly cohesive as a whole beginning with black-and-white vogue shift dresses and moving toward more colour and flash. But not as flashy as the opening model – her moves were as hot as her looks!
The collection as a whole wasn’t nearly as impressive as some individual pieces. We were a little blinded by the mirror-like silver quality of a few pieces. But, as Joe always does, he redeems himself with a retro style that, though rooted in date, transcends time.
The collection also appeared to take a more creative avenue with some of the athletic pieces (how short are those shorts?). But our favourite pieces kept in line with the mod girl vibe of swing coats and high collars.
With over 50 looks for all shapes and ages, we can’t wait to check it out once it hits stores!
Photography by George Pimentel.