Joe’s Spring 18 – Women

For this collection, we wanted to show the carefree casualness of Joe’s customer. Self-assured, she is effortlessly sexy. She opts for the natural look: a reflection of her confidence and no-need to please. While being ambitious, she has a playful side: a naturally rebellious spirit. Her experiences are reflected in her clothing: a broken tee, a battered leather jacket: tokens of treasured memories that have become her uniform. The road trip background sticks seamlessly to that concept – everywhere she goes, she makes the best of it and is ready for the next adventure.