INDUSTRY INSIDER 1.0
In the first of our Industry Insider series, we chat with Adrienne Shoom, style director for Joe Fresh
The Joe Fresh Fall 2011 collection presented at LG fashion week last spring displayed a bold use of jewel-toned coloured jackets, metallics on denim, belts and shoes, and embroidered floral skirts and practically-shaped handbags, continuing to elevate the fashion bar that consumers associate with the luxe-for-less brand. Recently, the Canadian based company expanded into the United States (they’ve opened a store in the Hamptons, with another location opening in New York City come September) and will add a mega-store at the corner of Bathurst and King in downtown Toronto later this year. FrontRowMag.com recently spoke with director of style, Adrienne Shoom (formerly the fashion director at Flare magazine) about her role at Joe Fresh, the fall collection and the movement towards more free-standing stores.
FRM: What does your role as director of style entail?
Adrienne Shoom: As the style director for Joe Fresh, I style and co-ordinate all photo shoots for in store signage, the web, lookbooks and TV, and I style the Joe Fresh fashion shows during LG Fashion Week. When I am not on set at a photo shoot, I am busy reviewing runway and street-style trends, organizing samples, casting models or prepping style outs for the next shoot.
FRM: Where do you draw inspiration from?
AS: The aesthetic of the lookbook, TV shoots and in-store signage is a collaborative process between the creative director, Joe Mimran, the art director, photographer and stylist. I get inspired from runway trends, street-style trends, films, art and popular culture.
FRM: How has your position changed over the last 5 years?
AS: I’ve been with the company for two and a half years, and I love it. As the company grows, I’ve become more and more involved with our creative process. Working closely with Joe is one of my favourite parts of my job— I think he’s brilliant.
FRM: Joe Fresh is synonymous with affordable, cool, on-trend clothing. How have you, as style director, continually tried to reinforce this image ideal?
AS: With a very talented creative team including Joe, our photographer, art director, hair and make-up team, great models and of course, beautiful clothes.
FRM: With the news of the NYC opening, it seems that the visual direction of the Joe Fresh brand is changing to meet the demands of the high-fashion market. The fall collection, which debuted at Toronto fashion week, showcased bold saturated hues, colour-block wardrobe pieces, metallic accessories and Rococo-inspired floral embroidery. These are all pieces that are in sync with designer fashion. Is the Joe Fresh brand re-positioning itself to capture more of the high-end designer market?
AS: No. We’ve always been about great style at a great price, and this will not change as we move into a new market. Free-standing stores in Canada and the U.S. might showcase more of our runway collection and more fashion pieces, but there is always a consistency of the brand and the season’s look throughout all of our stores.
