Wearable Street Art
“There is an artistic side to fashion, even at our price points,” Joe Mimran explains backstage before his spring 2014 show at World MasterCard Fashion Week. He’s talking about consistently gleaning inspiration from young artists for his collections, a gesture that’s proved to separate Joe Fresh from the glut of mass retailers by building a solid design identity.
This season, it was the work of New York-based artist N. Dash, whose wall pieces in raw denim and linen Mimran discovered serendipitously while pondering those same materials for spring.
“I saw and loved her pieces and thought, ‘isn’t that interesting, how art really is so influential in so much of what we think about and how it inspires us to create,’” says Mimran. "It allows us to get away from the commercial side of fashion, which is what everyone is so interested in.”
At the end of the day, Joe’s still about sellable clothes. And there were lots of them (believe me, we shopped the show): A Chinoiserie print pleated dress for assistant market editor Jillian Vieira; a midi short brought street-cool athleticism and won a spot in senior style and market editor Truc Nguyen’s closet; and I’ll take that navy suit, please, that looks to be spun entirely from glass.