Monday, March 19, 2012

After weeks of international shows around the globe, Toronto is in the throes of its own Fashion Week. I was asked to shoot some backstage images for the excellent people at Joe Fresh®.

Joe Mimran (the "Joe" behind Joe Fresh®) is fashion royalty, having started both the Alfred Sung empire and Club Monaco, among other things.  With his wife, Kimberly Newport-Mimran, they started her line, Pink Tartan in 2002 and then his namesake 4 years later. The brand was originally commissioned by Loblaws (a prominent grocery store chain here in Canada owned by billionaires/national icons Galen and Hilary Weston) who have led the way in shifting the usual food-shopping-experience into something more.  With the addition of his clothing to its store locations, Mimran found his niche to provide affordable and stylish clothes to the masses. A few years later and the brand has become something of an enigma - High-fashion branding at fast-fashion prices.

Enjoy some moody backstage moments below and check out their poppy FW2012 collection here.

Laing It Out (February 14, 2012)
Down by the Bay (January 10, 2012)
New York Fashion Week (September 19, 2011)


  1. As always you captured some special moments buddy. Good one!!

  2. These are really amazing! The last photo in the set is incredible!

  3. As always- great sots Jason. Inspiring.