From the fragrant flower fields of Grasse to the birthplace of denim in Nimes, the relaxed spirit of the French countryside imbues the Spring collection with an easy sense of style. Dresses, blouses and scarves are the fluid canvas for painterly floral prints, signaling the bloom of springtime romance. The mood is heightened by flourishes of feminine ruffles and soft flounces on shoulder-baring silhouettes. The heritage of Nimes is seen in denim capsules including a cropped jean fit, updated shirtdresses and Tencel tops that make casual dressing soft and stylish. Wear-to-work essentials are part of the everyday mix in pencil skirts, tailored pants and office-friendly dresses.
Come weekends, a return to the countryside of Alsace inspires a fresh take on multi-hued Madras and elegant stripe motifs, adding graphic appeal to the season’s colour stories. With its modern mix of soft silhouettes, bold pattern and delicate details, the Spring season channels poetic French style at its best.
JOE FRESH SUMMER 2017 COLLECTION
SUMMER VOYAGE
Inspired by the spirit of France, a cool joie de vivre imbues Summer 2017with bold colour, playful pattern and inspired detail. Vibrant market stripes and painterly tropical prints bring the warmth of the Mediterranean coastline alive in linen, lace-up shirts and lightweight jersey. The season starts with a nod to the port of Marseilles, where bandana prints, tiered sundresses and contrast embroidery elements are the essence of effortless style.
Our journey continues to the surfside resort of Biarritz and a story told in cabana stripes and warm weather essentials, from roll-up shorts to lightweight cardigans. Throughout the season, understated details like crinkle pleats, open- stitch knits and hints of shimmer bring a simple elegance to fabrics, helping make every summer day a stylish escape from ordinary.
*Joe Fresh Summer Collection will be available in stores starting second week of May 2017.
