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Fashion Week

In Photos: Joe Fresh Fall 2009 at LG Fashion Week

Posted by Briony / March 19, 2009

Joe Fresh LG Toronto Fashion WeekAh, Joe Fresh. During the show, Tim leaned over and said, "Should Joe fresh even be showing at Fashion Week?" My thoughts exactly.

As I said in my review of last season's collection, showing the new Joe Fresh duds at Fashion Week is a dangerous play. Sure, some peeps might applaud it as the showcasing of more affordable fashion: surely that's important in these cash-strapped time!

Watch the video of the Joe Fresh runway show here

But by showing these fast-fashion pieces after several high-fashion labels strut their stuff, it throws the clothes in a rather unflattering light in terms of cut, fabric, and innovation.

Joe Fresh Fall 2009

Joe Fresh Fall 2009

Ironically, Joe Fresh stuff is pretty cute for what it is (clothes sold adjacent to groceries), and they're holding their own in a landscape peppered with H&Ms and Forever 21s, but they just don't make the cut.

The clothes, you say? There are some things that clothes-hungry Loblaws shoppers might want to check out apres the check-out, such as a delicately ruffled white blouse, a boatnecked gingham frock, and a variety of pleated, bubble, or swishy skirts in the season's trademark colours red, black, white, and gray.

There were even a few stabs at high style, such as a hooded jumpsuit (which made the model look like a cat-burglar) and hideous thick, synthetic riding leggings (which looked suspisciously like Alexander McQueen's monstrous ones).

Joe Fresh Fall 2009

Joe Fresh Fall 2009

Kudos to a fast-fashion company for trying, but maybe Fashion Week's not the place. Why not hold it off-site, and allow the models to have a little fun with it, such as smiling and a little more sass in their step?

Acting so serious in these mass-market clothes is silly. They should bring the show public and invite the masses who can't get in to Fashion Week and will be wearing these clothes. That way, we could bring a little fashion to everyone, just as the Joe Fresh brand does the rest of the year.

More fitting, no?

Joe Fresh Fall 2009

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh LG Fashion Week

Joe Fresh Toronto Fashion Week

Joe Fresh Toronto Fashion Week

Joe Fresh Toronto Fashion Week

Joe Fresh Toronto Fashion Week

All photos by James Kachan

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