Since its inception in 2001, JOIE has been one of the most sought after contemporary brands catering to the savvy, fashion-minded, modern woman. Understatedly chic, JOIE’s designs are constantly inspired by the Southern California lifestyle and its casual, yet sophisticated way of life. Originally known for its signature cargos, JOIE has emerged as a lifestyle brand, a complete collection of ready to wear and accessories. The JOIE aesthetic, both modern and timeless in its appeal, draws its influence from vintage creations while successfully maintaining a fresh approach to fashion. Be it in Paris or California, the JOIE girl enjoys wearing casual, comfortable clothes accented by her travels throughout the world. The concept has always been “Casual, Comfortable and Luxurious.” Therefore, each piece that is designed encompasses a balance of these three key elements…one cannot exist without the other.
Chief Creative Officer, Serge Azria’s goal is to continue in JOIE’s success while progressively evolving the brand. Spring 2007 marked the introduction of JOIE Shoes, followed by Soft JOIE in Spring 2010 – a collection of luxuriously soft tees, tanks, sweaters and dresses inspired by JOIE’s effortlessly chic aesthetic. Handbags and the brands first fragrance, Folle De Joie, followed in Fall 2012.
JOIE’s corporate expansion over the years has been rapid and strategic. The JOIE brand holds a strong global presence in prestigious department stores and specialty shops worldwide, as well as free-standing JOIE boutiques in the US. Alongside the growth of the brick and mortar retail business both domestically and internationally, JOIE launched its e-commerce website in January 2012, extending the boutique experience to the JOIE customer on the digital level. With additional store openings and more product categories on the horizon, JOIE’s unparalleled growth will only strengthen as it increases the brand’s global reach.