Joe Fresh takes a campy step forward
Eestlased Kanadas 21 Oct 2010  EWR
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Kate Kennedy and Rebecca Zamon, QMI Agency. Toronto
TORONTO - The big question before the Joe Fresh show was not about the clothes - it concerned which supermodels would make the cut. The much-loved national brand, which sells in Loblaws and Real Canadian Superstores, is known for its A-list walkers, and this year didn't disappoint - supermodels Tiiu Kuik and Arlenis Sosa were strutting their stuff, as was (almost) hometown boy Alex Loomans.

On the heels of today's news that Joe Fresh would be partnering with Scouts Canada to create their uniforms, the designer started by showing utilitarian basics - and then flipped a switch and delivered the complete opposite by the end.

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