We were a little surprised when Joie started showing during New York Fashion Week a couple of seasons ago. We’ve always seen the contemporary brand as cute, but commercial and basic. On the contrary, its presentations have become one of the event’s most enjoyable (thanks in large part to champagne and macarons), and have helped the brand, helmed by Serge Azria (who also oversees Equipment and Current/Elliott), shape its point of view. A point of view we’re officially smitten with.
While Azria says the line “has always been a mix of Paris and LA” (Azria, who is French and spends time in Paris, lives in and runs his businesses out of Los Angeles), he honed in on the Parisian girl for fall 2014. “This collection is more about a moment, and the moment is Saturday afternoon in Paris, when you can wake up very late, dressed but undressed, and can walk around the streets with your hair a little bit unmade and you feel comfortable. Sexy and tasteful.”
Indeed, we’ve never seen that seemingly unattainable, elegantly disheveled and effortlessly chic French girl thing done in such a fully realized, attainable way. Azria also has stylist Samantha Traina to thank for this accomplishment. Feminine sweater dresses and wool skirts were dressed down with boyish peacoats, oversized biker jackets and chunky grey sweaters. Simple, single-strap heeled sandals were styled over socks and tights in a way that shouldn’t have worked, but totally did. Super cool Chelsea boots casualized other looks.
The only thing the girls were missing was a chic, understated, practical handbag, something Azria says the brand is working on for the future, and we bet it will be good.
Click though to see all the looks.