Joe Fresh

Joe Fresh had a definite underwear and PJ vibe


The Joe Fresh runway and the Joe Fresh reality are always a little different. So we’re betting that when Loblaws shoppers wear the spring collection’s striped cotton bras, they will be underneath oversized shirt dresses and sheer T-shirts and not over them like the pieces were styled for the catwalk.

There was a definite underwear and PJ-vibe to the line’s pastel palette, gingham checks and bloomer proportions and I’m not sure about suggesting people dress like they just rolled out of bed. What I can get behind is awesome accessories like suede tote bags, fishnet pumps and a gorgeous lineup of caramel-coloured, acetate eyewear priced at $19.

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