31 January 2012
Echoing laid back luxe and a nonchalant style, wearing JOIE instantly makes you happier (it means 'joy' in French). Founded in 2001 and revamped in 2007 by new owner Serge Azria, the label has unveiled its new e-commerce website. Be prepared for maxi-dresses, camisoles, blouses and mini-skirts reflective of the southern Californian vibes for their SS12 collection.
To mark the launch of the collection as well as the website, JOIE commissioned the London-based photographer Venetia Dearden to direct a short film in pure bohemian style on the beaches of Spain. A perfect 'JOIE de vivre' ambiance if you ask us...
Tania Al-Farouki
