Joe Fresh Sends Canadians on a (Rugged) Winter Expedition

On day three of World MasterCard Fashion Week, fan favorite Joe Fresh packed the tents with a crowd of people that would rival Saturday mornings inside your local Loblaws grocery store. The nation’s purveyor of affordable and chic fashions creates unmistakable buzz when launching their latest collection each season; partly because when you see models wearing Joe Fresh clothing on the runway you’ll be able to purchase those pieces in the coming months for usually under $100. 

The torturous polar vortex experienced by Canadians this winter affected everything from power lines to heating bills and even the inspiration behind Joe Fresh’s fall/winter 2014 collection titled “Fresh Expedition.” No longer can Canadians dress in timid winter gear and flimsy parkas, the population must adapt and Joe Fresh wants us to be prepared for bone chilling arctic winds, snowcapped mountains and great outdoor adventures next season. 

Joe Fresh F/W 2014

The brand’s fall/winter 2014 collection was more restrained than in previous seasons, focusing on a smaller colour pallet of earth tones which, for the most part, dominated clothing from start to finish; outerwear and knits such as an oversized-hooded parka created from “teddy’ fur, a green faux fur coat and, everyone’s favorite winter accessory, chunky knit scarves. Pops of Joe Fresh orange were woven into the collection to awaken the eyes and the senses; whether it be to the frigid temperatures of a Canadian winter or the painful reminder that summer is months away. 

For fashion fanatics who have a penchant for the sophisticated and minimalist colors of grey and black, don’t worry Joe Fresh didn’t forget about you. As the runway show progressed, models wore these colors in the forms of tailored blazers, shrunken fur-lined parkas, slim fitting pants and the crowd favorite, an oversized heather grey wrap coat – many ohhs and ahhs could be heard as this sumptuous and elegant piece came down the runway. 

Some of the most eye catching pieces in the collection were more literal interpretations of the brand’s Fresh Expedition theme by using animal and landscape prints; as seen in several shirt dresses with images of the Canadian Rocky Mountains, forests and the most peculiar accessory toques with mohawk fur trim.

Joe Fresh


Tags: joe fresh, joe mirman, Loblaw, Toronto Fashion Week, world mastercard fashion week

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