In Canada, Joe Fresh is the cheap and chic line of clothing and accessories sold at Loblaws/SuperCentre grocery stores. However, since the man (with the money) behind the brand, Joe Mimran is also the Chairman of the FDCC – the small group that organizes Toronto’s Fashion Week – the Joe Fresh runway presentation is always top notch and packed to the rafters (and likely goes head to head in fashion week popularity with his wife Kimberly Mimran of Pink Tartan).

Each season everyone anticipates what top model will walk the Joe Fresh runway – previous beauties have been Coco Rocha, Heather Marks and Irina Lazareanu…as well as many other top Canadian gals.

For Fall 2010 – Joe Fresh has announced it will feature 39-year-old model Kirsten Owen, who although mostly worked advertisements and editorial ten years ago, continues to “wow with her striking cheekbones and piercing blue eyes”.


Also walking the runway is size 12 model (so looks normal off the runway) Crystal Renn. After a very public battle with an eating disorder in her early teens, which was documented in her 2009 book, Hungry, Renn is now a healthy size 12 and appears frequently in top fashion magazines including Vogue, Harpers Bazaar and ELLE Canada.

“The Joe Fresh StyleTM customer base is diverse and we wanted the runway show to reflect this,” says Joe Mimran, Creative Director, Apparel, Home and Entertainment, Loblaw Companies Limited. “We create clothing for everyone, and know howomen of different ages and body types.”

It’s that time of the year again – which for Toronto’s fashion industry is a week of long days and nights full of fashion shows, parties, working and schmoozing, while picking out extraordinary outfits and pairing all with killer heels.

For the rest of the city however, I realize that “fashion week” has very little influence – there was a time when the FDCC took over Nathan Phillips Square and all of a sudden everyone took notice – but there are usually location woes and for Fall 2010, L’Oreal Fashion Week is back on the CNE grounds, in the city’s southwest end. (Allstream Centre, 105 Princes Blvd.)

LG Fashion Week Beauty by L’Oréal Paris THE POWER OF STYLE – March 28 – April 1 2010

Passes are available for the public…
Registration for LG Fashion Week Beauty by L’Oréal Paris is live at www.lgfashionweek.ca and at
www.ticketweb.ca.