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Fashion is a funny thing; during summer we think of winter and during winter all we want is summer. Since it's winter, I felt the need to follow this trend and bring something to your mind that you may not have thought about recently or ever. Fresh, feeling fresh is like no other thing. Joe Fresh is a dominant Canadian brand that sometimes gets overlooked.

Joe Mimran, a former Designer for Club Monaco and the driving force behind the Alfred Sung label, decided to take on the challenge of selling clothing through the Real Canadian Superstore.

Since 2004, Mimran has been living up to his name and making fresh designs suitable for the Canadian market. He delivers inexpensive, mainstream designs that follow current trends at affordable prices — trendy but not overpriced. He has proven to be someone who isn't going anywhere and simply plans to broaden the market in which he works by adding products such as makeup, nail polish, sunglasses and footwear.

Unlike a lot of designers, for this upcoming season, Mimran will be filling the Joe Fresh section of the Superstore with designs straight from the runway. For the warm weather seasons, Joe Fresh is delivering colour-blocked and geometrically- inspired designs. A lot of his designs for the upcoming season show aspects from modern art. Bright colours, clean lines and strong shapes create a reserved and appropriate summer appearance. Joe is bringing modesty back with higher necklines that take you from business to pleasure. His looks allow for a ladylike and respectable exterior that looks far more luxurious and expensive than it truly is. He's creating pieces that make us look like we paid more for our outfit than we truly did.

Fashionable and functional are words that easily describe Joe's collection. The collection in general has been interesting as we are seeing a collection defined by fun colours and slightly avant-garde aspects within the designs. Spring/Summer 2012 is looking as though it's going to give us a great deal of interesting accessory options: thick gold cuffs and clean t-strap thong sandals enhance the mod look. Faux diamonds enhance a luxurious Hampton look when paired with a pair of wedges and a sleek hairstyle. If you aren't ready to look to grown up, pair them with brown gladiator sandals and a great range of beaded bracelets and you've given yourself a sexy beachy look — you'll be ready for any rooftop party, beach party or business meeting.

For the upcoming season, Joe Fresh is definitely something you should think about picking up, and unlike Gucci, there's no investment required.