Joie Spring 2017
Women everywhere — from America to Europe and even the buttoned-up ladies of Japan and Asia — often think of boho dressing and imagine free-flowing dresses, eyelet details, and gauzy, airy tops. What they’re really imagining is basically Joie season after season. Boho’s dominance of the fashion dialogue may ebb and flow, but at maison Joie, it’s the bread and butter, the real vision, and an everyday mindset. But generic? It’s never that.
“We always have one foot in California, one foot in Paris,” said VP of design Rachel Wilder-Hill.
For spring 2017, Wilder-Hill added a few special touches that set the brand apart from the rest of the boho set. You may still see these pieces at Coachella next year, but the Joie girls will stand out with a certain polish and nonchalance that will leave their boho sisters in the desert dust. Patterns and embroideries were taken from Wilder-Hill’s personal photos, samples of wallpaper, and even one watercolor print that appeared to her in a vision (on an Ojai sojourn, perhaps?).
Joie Spring 2017
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The clothes looked comfortable and easy, which is a major plus for any label, but especially for one that’s striving to find the balance between a sometimes-youthful look and a grown-up clientele.
These aren’t model-off-duty looks, they’re something more: something a woman can wear to brunch and to the carpool without a quick change and without looking over (or under) dressed. Gauzy blouses and tiered sundresses looked beautiful, but not precious and many pieces of eyelet and lace were paired with boyfriend jeans and wider-leg pants, bringing them from precious to practical.
For more information, visit www.joie.com.
Images courtesy Joie
