
Yes, you buy these garments at a grocery store. I am not ashamed - I love
Joe Fresh, and shop there all the time after picking up my fruits, veggies and milk.

I look forward to the collections presented by this line, namely because it is so reasonably priced that I can actually buy any or all of the pieces that I like.

Joe Fresh is always one of the best and most exciting shows at Toronto Fashion Week, namely because Joe Mimran is one of the few Canadian designers who can manage to snag some of Canada's best models, the ones who usually only walk runways in New York, Milan, and Paris, that you never normally see on Canadian runways - namely, Coco Rocha, Irina Lazareanu (past collections), and this year had Tara Gill, Kori Richardson Addison Gill and Taryn Davidson.

Joe Fresh , since it's sold across Canada, is never a collection that is avant garde or super innovative, and generally has mass appeal. However, I have to say that in spite of this fact I am still a fan of the fun, functional, and wallet-friendly pieces.

Spring 2010 on the Joe Fresh Runway was all about light, refreshing, summery colours of white, pink, yellow and blue. Lingerie-as-outerwear was a recurring theme, as were sheer fabrics, rosettes, pretty pleated skirts, and coordinating pastel coloured loafers with the granny sheer knee-socks that I always enjoy.

While it may be a line that is designed to please the grocery-shopping Canadian masses, I have to say that Joe Mimran has offered up a fun and flirtatious Spring collection that I'll be on the lookout for come April. You can check out the rest of the pictures from the show as well as an interview with the designer at
Fashionmagazine.com.
All photos by Angela Y. Martin at Fashion