Is Canadian brand Joe Fresh staying away from future runway shows? Always one of the most anticipated shows of Toronto Fashion Week, Joe Fresh has been expanding rapidly into international markets and simply won’t have the time to focus on sending looks down the catwalk. In an interview with The Canadian Press, creative director Joe Mimran had this to say before entering his opening night party:
There’s going to be no runways,
“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.”
Mimran said the brand will be announcing details involving the Joe Fresh Fund which will support emerging design talent in Canada.
“For us, the world has changed quite a bit in the last 12 months,” he said. “Our market is expanding internationally. We’ve got great partners now in Saudi Arabia and lots of other countries in the Middle East and Korea, and we’re announcing a bunch more partnerships.
“There’s a time that you just want to be a mentor to the industry and start to give back to the industry and we thought that this was a great time to do it.”
We will certainly miss the show each season at fashion week, but we have no doubt the Joe Fresh brand has some more surprises in store for its customers in the near future.
Watch the video below, THIS IS NOW, a celebration of Canadian style and Toronto fashion week from the Joe Fresh website.
2014 Toronto Fashion Week from Joe Fresh on Vimeo. Photos via : Joe Fresh / Facebook