Joe Fresh - spring/summer 2010

Joe Fresh has never been fresher than in this season’s light neutrals and sheer fabrics.

With a mix-up that’s best described as modern lingerie prep, this cohesive collection from the Canada’s Loblaw supermarket clothing line gave the audience a spring in their step. Perhaps taking a cue from the Patricia Underwood-inspired hats, Joe Fresh played with shape and subtlety for womenswear, layering brassieres over shirts and turning shirts into dresses. The large rosette appliqué on gathered skirts and sheer shirts line right up with crisp shirtdresses and high-waisted shorts.

While the silhouettes and styles are not entirely groundbreaking, the shades of tan and laundry white with lemon yellow, sorbet pink and sky blue easily translate to the feminine and sporty, youthful and preppy.

In this truly coed collection, the men don’t get much airplay, though the white tailored shorts and translucent blazer manage to stand out in the strut.

Supermarket fresh never looked this good.


Seow Chin Pua, Fashion Writer
Marek Wlazlo, Photographer