Rachel Wilder-Hill explained the inspiration for the latest Joie looks as “London in the ’80s, vintage Victorian, rock ’n’ roll English rose.” Basically, a heap of Anglophile references interpreted with wide creative license. But given how the brand is so steeped in Los Angeles style, the Brit positioning helped to recast basics and statement pieces alike with new appeal. The first look she singled out consisted of a maxi dress scattered with hand-painted flowers that was paired with a Cowichan-inspired sweater sprinkled strategically with sequins. Truth be told, it felt very West Coast, save for the high-contrast scheme of black, white, and crimson. Wilder-Hill pointed out how a shirt with a high Victorian collar instantly altered the attitude of a red leather skirt and slouchy red merino sweater. Indeed, the disparate elements balanced out nicely, and the same shirt under a black jumpsuit felt perfectly office-ready, no further styling necessary.
Fashion gals who had dismissed Joie for one reason or another would find no shortage of great updates for Fall, including varsity cardigans reworked as sweater robes, sweatshirts with dramatic gigot sleeves, a leopard-spotted car coat, and faded gray jeans studded with tonal pearls. When she noted that the brand will be expanding its denim offering, this seemed promising.
The rebranding of Joie’s parent company as The Collected Group and the appointment of Sarah Rutson as chief brand officer (she will also oversee Current/Elliott and Equipment) partly explains Wilder-Hill’s shift towards a stronger, soigné mix of separates. “Joie is evolving,” she confirmed. “It’s no longer just a coastal brand.” The other factor that she revealed at the end of the visit: A stand-alone London store is in the works.
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