Monday marked the first day of World MasterCard Fashion Week in Toronto. Typically as one of our countries greatest fashion gems, Joe Fresh often closes opening night with a full fledge runway show. This year was different. Unbeknownst to most of the guests, the Joe Fresh runway show had been swapped out for a Joe Fresh Party. Still great, but not the same as the electric Joe Fresh runway shows we’ve come to know and love.
According to a CTV article, the affordable apparel brand is retreating from the runway, pulling the plug on future presentations at Toronto’s World MasterCard Fashion Week.
“There’s going to be no runways,” said creative director Joe Mimran ahead of the Joe Fresh opening night party held on Monday.
“All of our shows are going to be more geared to the wholesale market, and certainly, there’s a lot of showroom things that we’re going to have to do to service the different markets that we’re in. Our focus really is going to be on the future talent of the country.”
Canadian fashion enthusiasts may be a bit worried about the future landscape of our fashion scene if big players like Joe Fresh aren’t apart of it. No need to fret, although Joe Fresh won’t be directly involved with WMCFW anymore, the brand intends on creating a Joe Fresh Fund which will support emerging design talent in Canada.
While we will miss the Joe Fresh Runway shows, we hope that this new direction fosters and grows Canadian talent.
Source: CTV NEWS
Photo: George Pimentel