JCPenney might be sinking in the reinvention game, but that doesn't mean the mid-priced American retailer (whose CEO Ron Johnson is the former Apple VP credited with concocting the Genius Bar) isn't continuing its quest to capture the young, upwardly mobile audience that brands currently need a piece of to survive.
On March 15, the Texas-based retailer will begin carrying Joe Fresh, the Canadian line of wallet friendly sportswear started by Club Monaco founder Joe Mimran in 2006.
The collab will arrive in L.A. via a Melrose Avenue pop up shop on March 8. But the collection of colorful, mostly under-$75 basics seems to have already found fans in Emily Mortimer, Paul Rudd and Laura Dern at the Indie Spirit Awards on February 23, where the brand hosted a gifting lounge that boasted a line out the door.
As usual, L.A.’s own style seer/Decades vintage boutique owner Cameron Silver was ahead of trend, sporting a natty white suit from Joe Fresh's spring/summer 13 collection on the Spirit arrivals carpet. Silver and his business partner Christos Garkinos star in their new Bravo fashion reality show, The Dukes of Melrose, which premieres on March 6.
Since hiring former Neiman Marcus menswear director Nick Wooster to head up trend and design last April, the Texas-based department store has inked a just-announced deal with Marchesa designer (and wife of Harvey Weinstein) Georgina Chapman on a line of budget-friendly prom frocks. While Friday marks the introduction of a prints-heavy collaboration with Duro Olowu, a traditionally high-end London-based designer favored by the likes of Keira Knightly and Michelle Obama.
Joe Fresh/ JCP Pop-Up, March 8 - 10. 8070 Melrose Ave., Los Angeles. joefresh.com