Fresh off the MasterCard Toronto Fashion Week runway I spoke with Joe Fresh’s in-house stylist, Adrienne Shoom, about the show she put together the night before. The runway showcased the new, refined look and downtown feel of the Joe Fresh brand. Adrienne's background at Flare magazine, where she worked for fifteen years, perfectly prepped her for her job at Joe Fresh. She sat down with us at the company headquarters' amazing digs to chat with us.
Tell me about the 1960’s references that you may have looked to for the show last night?
It’s more about sixties inspired shapes and silhouettes, like the printed silk dress with the patent knee high boots or the ivory belted topper coat- 60's with a modern twist.
Do you interact with the design team from the beginning of their process?
Once the collection is designed I work with Joe to style the samples. This season the styling SCHEDULE of the show was really tight; in a perfect world I would start styling four weeks out. We do an initial style out, trying everything on one girl and then it's fashion show fittings. Due to models schedules there’s a lot of last minute fittings, we had five fittings on the last day which is not great if you have a lot of alterations. It was a crazy tight schedule but it all worked out.
Which look from the show would you deem the freshest?
I have a lot of favorites. I like the rubber motorcycle jacket and the big full, wide hound’s-tooth skirt. All the topper coats with the neoprene and the faux fur details. I love the mixing of textures. I love all the classic pea jackets and skinny black pants. For men the great big felted pea coats are great- perfect shapes! love fall’s mixing of textures and tweeds. Me, I stick to a lot of tonal basic colors.
I have to use my favorite Canadian word that I’ve learned this week- t0uque! I loved the oversized tuques I saw on both the men and women. (Note: Tuque is Canuk-speak for a knit beanie.)
I’m a big touque fan; I didn’t even realize that was a Canadian word! I love the super-sized knitted tuques, the small box bags and the pony-hair kitten heel pumps.
How do you think the customer will respond to fall 2012?
Fall 2012 looks great- great style for a great price. Lots of wearable clothes, I'm a big fan!
We are big fans, too and can not wait for the new Joe Fresh flagship to open soon on 43rd and 5th back home in New York. Don't fret LookBook-ers, we'll keep you posted!