Hi all,

As I sit at my desk enjoying the AC (I think it’s something like 40 degrees outside today) I’m daydreaming about wearing my new Joe Fresh fall pleather bomber and wanted to share my new fave fall trends:

1. The Great Outdoors – Mix chunky knits with luxe leathers and shearlings. The perfect look to survive our elements!
2. The Classics – Tried and true shades such as camel and grey haute for fall!
3. Let The Fur Fly – From jackets to accessories, fur is where it’s at. And this season it’s cool to fake it!
4. ‘90s Minimalism – tailoring is back (especially in black!) think streamlined and sleek.
5. Pretty Prep – Get back to cool with school boy blazers, chinos and the perfect button-down shirt.
6. Tough Tweed – Pair this fall staple with tough leathers, denim or pretty blouses for a new take on texture.
7. Animal Magnetism – Leopard prints are the cat’s meow for fall!
8. Pretty Woman – Ladylike silhouettes with a 50’s-twist look new now! This fall, be a sweater girl.
9. In The Trenches – military inspired details rocked the runway! Look for khaki greens mixed with print, epaulets on chunky ribbed sweaters and the ultimate utilitarian parkas.
10. Rock On –This season, leather, zips and studs give classic shapes a rock and roll edge.

Here’s what I’m excited to wear this fall!

1. The Statement Coat – Look for a wool, military-inspired coat or a camouflage parka.
2. The Faux Fur – Go full on with a fur (real or fake) jacket or add a hint to your wardrobe with a ladylike scarf.
3. The Slim Black Pant – Pleated and cropped or tapered and tailored.
4. The (Faux) Leather Jacket – The wear-over-anything jacket!
5. The City Sweat – Dress them up and take them out of the gym with a school boy blazer and chunky heeled desert boots.
6. The Chunky Knit Sweater – Classic cable-knits get updated with studs and detailing.
7. The Tweed Skirt – Hello, lady!
8. The Cargo Pant – March to the military beat in a pegged-leg cargo pant
9. The White Shirt – What can I say…this wardrobe must-have completes any outfit.
10. The Brogue – mix a masculine lace-up shoe with a pretty dress. It’s tres chic! (I promise!)

Can’t wait for fall!

-          Adrienne

Save on fave fall and back to school styles with our “no tax” event* happening at many Joe Fresh Style^® locations across Canada!

Participating stores and dates:

Atlantic

Friday August 27^th & Saturday August 28^th

At Atlantic Superstore and Dominion of Newfoundland and Labrador

Ontario

Friday August 27^th & Saturday August 28^th

At Real Canadian Superstore (Ontario), Loblaws, Zehrs and the Queens Quay & Forrest Hill Studio stores

Quebec

Friday August 27^th & Saturday August 28^th

At Maxi & Cie, Loblaws and the new Jean-Talon Studio store.

West

Saturday September 4^th & Sunday September 5^th

At select stores including Real Canadian Superstore and Extra Foods see below for details:

• Thunder Bay – No tax, we pay the HST
• Manitoba – No tax
• Saskatchewan – No tax
• Alberta – Save double the GST
• B.C. – No tax, we pay the HST
• Whitehorse – No tax

*No returns accepted or rain checks issued for taxable items during this promotion. We reserve the right to limit purchases to reasonable family requirements. Offer only valid in participating stores. Canot be combined with any other promotional offers. Does not apply to prior purchases. Excludes alcohol, tobacco, prescriptions, dry cleaning, gas bar, lottery, postal services and products from third party businesses within our stores.

Even though the store is new to us, the beautiful building has a long history. Built in 1931 by Canadian Pacific Railways, the Jean-Talon train station played a vital role in rail transportation in the Montreal area for almost 50 years. In the 90s’, the City of Montreal launched a public call to renovate the station and Loblaw won the bid with a comprehensive redevelopment plan that included renovating and restoring the building and adding a public square.

The doors to this new location, which features men’s, women’s and children’s apparel and accessories, open to the public on Thursday August 26, 2010 at 10 a.m.

We will also be holding a big block party in front of the store on Saturday August 28, 2010 from noon to 4 p.m. with a FREE family-friendly BBQ, games, entertainment and a live musical performance by Pamela (who’s first Akon-produced, hit single “Animal” was # 1 on MusiquePlus!) at 1:30 p.m. Hope to see you there!

The Joe Fresh Style^® Jean-Talon store is located at 395 Rue Jean Talon Ouest (at Hutchison), Montreal, QC, H3N 2Y8.

The new Joe Fresh Style^® fall commercials have hit TV!

After years of photographing our print ads, we asked famed photographer, Steven Sebring, to bring his cinematic touch to our fall TV campaign and we couldn’t be happier with the results!

The fall campaign was created by Bensimon Byrne and directed the Emmy Award nominated Sebring (he has directed several films including the Patti Smith ‘Dream of Life’).

The commercial captures candid, unscripted moments from an expressive cast of adults and kids, including well-known models Irina Lazareanu and Arlenis Sosa.  It also features the fall campaign tagline, ‘it goes like this’, which addresses the common dilemma: ‘what do I wear this season?’

We chose a fun remix of the Billy Idol classic ‘Dancing with Myself’ by hip, French band Nouvelle Vague for the soundtrack.

Click here to watch.

What do you think of our new commercials?

A BIG and sometimes not so exciting part of my job as a freelance make -up artist is the constant packing and unpacking. I’m always packing to travel, whether it is to a local studio or to a shoot at a far way destination.

What IS fun about all this upheaval is that I can always justify revamping and replenishing my kit. Sometimes I simply re-buy the same product but more often I choose to try out something new! Sometimes it’s a new formulation or slightly different shade of the one I’m replacing or even a new product all together. This way my kit always stays fresh in every sense of the word.

It’s a good practice to add to your routine: a couple of times a year, go through your make up, (and hair stuff too for that matter!), chuck out the crumbing eye shadows, colours that you hang on to but never wear, stuff you know must be off ‘cause you can’t even remember when you bought it and renew your routine with fresh shades and textures.

Right now, I’m loving all the shades of the Joe Fresh^® Eye Crayons, they are so easy to wear and add just a touch of colour and shimmer. I’ve been using Poppy and Berry Matte Lipsticks a lot and Hydrangea Powder Blush looks really pretty on almost everyone.

So clear out the old and get excited about something new!

-          Simone

For our very first guest post we asked Jordan, the gorgeous editor behind Style Storyboard to take a little time out from her world travels to check out our new fall collection.

Here’s what inspired her…

When talking fashion, I think it’s safe to say that most girls dream of achieving that effortlessly cool, impossibly chic look that’s often snapped on the street by style bloggers like Tommy Ton and Hanneli Mustaparta. When I saw the fall Joe Fresh collection I thought, “these pieces are made for walking,” hitting the concrete jungle in casual-chic downtown style.  Pairing up the pieces to create a comfortable yet sophisticated look, reminiscent of fall’s gorgeous Dries Van Noten girls. I’m thinking this outfit is so snapworthy (and very NYC to me) so this fall, with all my saved pennies from shopping Joe, I just might pack my bags and take it to the streets of the fashionably fun big apple.

1. Striped Top, $16  2. Cargo Pants, $24  3. Studded Belt, $19  4. Desert Boots, $49  5. Leopard Coat, $89  6. Polish in Orchid, $4, all Joe Fresh Style 7. A super cool Dries Van Noten girl courtesy of Style.com  8. I’d stay at the artsy Ace Hotel, which offers everything from budget bunk rooms to luxe loft spaces, and is home to The Breslin, a delish delight from the owners of the famed Spotted Pig  9. A stylish city guide from Louis Vuitton that won’t scream “Tourist!” 10. No trip to New York is complete without catching a show, and while a stop on Broadway is the norm, I think I’d head to the incredible Ra Ra Riot’s Sept 21 concert at The Bowery to get my musical fix.  11. I dream about the cookies at Momofuku’s Milk Bar, and might be found making multiple stops to their East Village, or new Midtown (or both) locations.

Visit Style Storyboard

Stock up on Pepsi Co products and save on Joe Fresh^®!

Purchase any four participating PepsiCo products^† and instantly receive a $10 Joe Fresh^® gift card at select stores*.

Get your family ready to head back to school with treats for everyone. When you buy select juice, chips, cereal and soda items for your family to sip or snack on you will receive a $10 Joe Fresh^® gift card to spend on something pretty from Joe Fresh Style^®.

Click here for more details!

*Quebec: Aug. 12th to Sept. 8th at Loblaws and Provigo
Ontario: Aug. 13th to Sept. 9th at Loblaws, value-mart, Zehrs, Your Independent Grocer, Fortinos, and Real Canadian Superstore
Atlantic: Aug. 13th to Sept. 9th at Atlantic Superstore and Dominion
West: Aug. 14th to Sept. 10th at Real Canadian Superstore and Extra Foods

†Participating PepsiCo products include Pepsi® and Diet Pepsi® soft drinks (18x355ml at Superstore Ontario, Loblaws, Zehrs, Fortinos, YIG, and valu-mart stores and 24x355ml at Real Canadian Superstore in Western Canada, Atlantic Superstore and Dominion stores), Frito Lay 18×28 g Variety Pack, Tropicana Tropics® 2.84 L Jug, Harvest Crunch® Jumbo 1.6 kg Pack.

What was your first job?

I’ve had so many, but my first job was to deliver groceries from my father’s grocery store to local residents. And now I design a label sold in grocery stores across the country!

What did you study in school?

At York University I studied Art History, Sociology and Japanese Cinema. After completing my BA I received my BComm from the University of Windsor and then my C.A. degree which has helped immensely in building a brand. Today you need to be both a designer and businessman.

How did you get in to the design business?

I began working with my family’s dressmaking business in the late 1970’s and discovered a real need for careerwear for women. This led to the development of several brands starting with Alfred Sung. Shortly thereafter I founded Club Monaco and later launched Caban.

What has made Joe Fresh so successful?

I think we launched the right style at the right price at the right time.

You also need a strong vision to create any successful brand. You need to picture the end state, create a personality and voice, and then follow your ideals and principles.

What advice do you have for people looking to break into business?

Get out and get involved. Learn everything you can and put your time in gaining experience and expertise.

For more than 25 years, Joe Fresh Style^® Creative Director, Joseph Mimran, has been an important contributor to the fashion and design industry in Canada. After launching the successful Alfred Sung, Club Monaco and Caban brands, he tackled accessible style with today’s thriving Joe Fresh Style^TM apparel and cosmetics collections. Joe also oversees the President’s Choice^® Home collection of contemporary home décor and accessories, contributes to the Pink Tartan line of clothing, and serves as chair of the Fashion Design Council of Canada.

Want a Fresh career? Check out our brand new careers section on Joe.ca to find an opportunity that fits your style.

Hi Joe Fresh^® Fans,

Sorry you haven’t heard from me in awhile…I was in New York for what seemed like forever, shooting our new fall TV spot. I can’t give anything away, but it’s going to rock!!!

While in NYC, I made a couple of quick trips to the Village, but mostly it was way too hot to shop so I popped in to Pinkberry instead for a cool treat (my fave is the original flavour with strawberries and mango…Yum!) My one great score this trip was a leather cuff on sale at Marni! Didn’t have many star sightings, but I did manage to have dinner at Buddakan next to chef Bobby Flay (if you go, you must try the edamame dumplings!)

So I have saved up my shopping energy for a trip to Joe Fresh^® and was so happy to see the new merchandise out on the floor. Say hello to fall! I know it is still hot, hot, hot outside, but it’s never too early to get ready for the new season. You’ll find some very cool looks (and our stores are air-conditioned too!!).

Here are some of my current must-haves….

1. The boyfriend tee – oversized and a little slouchy à la Alexander Wang. It looks great with dark denim skinny jeans.
2. The peg leg cargo (above $24)– Try this fitted cargo pant with a high-heel clog sandal (ankle socks optional), tank top and blazer.
3. The pretty tee – embellishment dresses up a classic t-shirt…a girl can never have too many tees!

Happy shopping,

Adrienne

P.S. I’ll be keeping watch (I want to be first in line) for the Joe Fresh^® faux fur leopard jacket and military-inspired wool coat that will hit our stores in the coming weeks – so haute!!!!

Look to our brand new readers collection to keep peepers sharp. Over 30 styles of reading glasses are available from power 1.25+ to 2.50+. They’re well priced at $14 each (or 2 for $25 so you can leave an extra pair beside the bed!).

Searching for some reading material? Take a look at what the Joe Fresh^® Team has been reading.

Psst…look out for prescription eye glass frames coming soon too to select optical stores.

We’ve had terrific response from our 100 Days of Summer contest and wanted to share some of the fabulous photo entries that have made us smile.

And did you know that 56% of Joe Fresh Style® fans have played in a sprinkler?  71% tried a recipe they’ve never tasted before, 64% played favourite boardgames from their childhood, 52% spent the afternoon cloud watching, and 72% performed a random act of kindness! Sounds like you are all having a summer of fun out there!

There is still time to enter the contest for your chance to win a $500 Joe Fresh Style® gift card or makeup kit.

I’m so happy that summer is here! No scarves or hats or lugging around all that gear you need to stay warm.

Now it’s time for sunscreen and lovely bronzed skin – courtesy of your make up bag of course. I’ve been asked so many times how to apply bronzer properly – it can be very simple, no need to make it complicated with a lot of steps.

Here’s my favorite quick and easy way to a warm summer glow:

1. Skip an all over application. Instead, dust bronzer over the areas of the face where the sun naturally hits: the forehead, cheeks and chin.
2. Add a little highlighter to the upper cheeks and brow bone.
3. Then swirl a pinky/rosy blush on the apples of the cheeks.
4. The rest of the look should stay neutral for the day. For a little eye definition, use a damp eye shadow brush to apply a chestnut brown eye shadow to the entire eyelid and along the bottom lash line.
5. Add a coat of mascara and finish the look with a pink or nude lip colour or gloss.
6. For the evening, or a little more “oomf,” add some black eyeliner to the upper lash line using an eyeliner pencil. I like to keep it soft and smudgey by going over the line with a stiff bristled eye shadow brush. And for the lips go for a creamy lipstick in a colour one shade darker than your own natural lip tone.

Joe Fresh Beauty Checklist:

-          Joe Fresh Bronzer in Glow, Sunkissed or Tan

-          Joe Fresh Cheek Tint in Nude as a highlighter

-          Joe Fresh powder blush in Rose

-          Joe Fresh eye shadow in Chocolate or Espresso

-          Joe Fresh lip gloss in Sheer Pink, Blush, Bare or Natural

-          Joe Fresh cream lipstick in Pink, Peach, or Coral

We’re pretty proud of the $1 eco totes we introduced this year. Available in four colours (orange, pink, green and tan) these these reusable tote bags are meant to help divert wasteful plastic bags from the landfill (and of course they also offer a chic way to carry home your Joe Fresh^® goodies). We hope you’ll keep using them time and again and again and are so happy when we see them pop up on city streets.

Have you tried our reusable totes? What do you think?

What other ways do you go green?

Hi all,

Hope you are enjoying your summer – and loving all this sunshine!  I know, I know, too much sun isn’t good for you (please don’t forget your sunscreen) – but who can resist an extra-long lunch on a perfect patio? After all, isn’t a little vitamin D actually good for you?

Which brings me to my next point – how to keep your cool in the summer heat and humidity. I know I’ve already talked about some of the cute Joe Fresh® summer must-haves (sleeveless shirts, tanks tops and super-cute shorts) but have you ever seen our sunglasses? Seriously stylish! With UVA and UVB protection and such a great price – $14-$19 (and only $8 for kids)!!!

Here are some of my favourite styles:

Aviators
The classic men’s aviator looks new in matte bronze. Try it with all of this season’s khaki. And Ladies… it’s not just for men… it looks great on us too!!

Retro
After a couple of summers in aviators – I was ready for a change, so I’ve found these great retro-style plastic frames (I bought two!).  Perfect patio chic with a floral shift dress.

Oversized
If you want to channel your inner Nicole Richie, check out our oversized shapes to keep you looking cool!

Wayfarer
For all you Risky Business fans – try our wayfarer-inspired shades for him or her… trés au courrant!

Wrap-around
Boys will be boys in our super sporty wraparound sunglasses – ideal for summer fun!

Embellished
Girls get glam for the beach in these very cute sequin shades. Bikini chic!

Enjoy the sunshine!

Adrienne

Psst…you can save now on summer sunnies! Save 50% off all Joe Fresh Style® sunglasses from July 1^st -17^th 2010, wherever Joe Fresh® sunglasses are sold.