There was one brand that stylish Americans would turn to for effortless, feminine style throughout the 2000s and 2010s. Just take a look at Reese Witherspoon, Diane Kruger, Vanessa Hudgens, and Kate Bosworth!
Joie was the perfect blend of Parisian elegance and California coolness, its collections filled with floaty floral dresses and romantic silk blouses.
Models present Joie’s signature blend of Parisian elegance and California cool in breezy dresses, relaxed separates, and minimalist sandals during a collection showcase (Credit: Lev Radin / Shutterstock)
But as laid-back as the aesthetic was, it couldn’t compete with the athleisure boom of the COVID-19 pandemic. Fortunately, Joie is back and better than ever under a new direction. Learn all about Joie’s revival below!
Rediscovering the Allure of Joie
Launched in 2001 by Serge Azria, brother of the late Max Azria, Joie has been a staple in contemporary American fashion for over two decades.
Joie’s founder, Serge Azria, poses with models at the Joie presentation during Mercedes-Benz Fashion Week Fall 2014 at Center 548 on February 12, 2014, in New York City (Credit: Lev Radin / Shutterstock)
Accessible luxury seemed to be the family business. While Max created couture-like evening gowns for less, Serge became the pioneer of casual chic fashion at a mid-tier price point.
Joie, a literal translation of the French word for joy, is derived from the phrase “joie de vivre,” meaning the delight of being alive. Serge wanted to create a brand celebrating a carefree, feminine spirit with an effortlessly chic yet romantic feel.
Joie is derived from the French phrase Joie de vivre, also used in English to express a cheerful enjoyment of life (Credit: Kseniia Melinte / Shutterstock)
It became a hit from its native Californian shores to the grand boulevards of New York, and all the major cities in between.
Effortless Elegance: The Hallmark of Joie’s Collections
Serge created Joie, believing every woman’s wardrobe should contain three feminine necessities: a silk blouse, a lace top, and a printed dress.
These pieces can be easily dressed up or down, depending on the occasion, and can be paired with jeans and sneakers for the day or tailored trousers and heels for the evening.
Exterior of a Joie boutique in Philadelphia, showcasing the brand’s signature mix of feminine, effortless clothing displayed in a light, airy retail space (Credit: Helen89 / Shutterstock)
Each collection reflected Serge’s Parisian upbringing with his new life in California. The brand gained particular fame for its vintage-inspired silk blouses and floral dresses, which were light, airy, and effortlessly chic.
The Joie look was modern yet timeless, casual yet sophisticated. It was perfect for women who wanted to flaunt their feminine side without trying too hard.
Originally a ready-to-wear label, Joie naturally expanded into a lifestyle brand as its success grew throughout the USA. In the 2010s, it introduced accessories, jewelry, and a floral fragrance to complete its assortment.
Challenges and Revival: Joie’s Journey Through Bankruptcy and Beyond
Joie made up one-third of The Collected Group, which also included the Parisian silk label Equipment and the premium denim brand Current/Elliott, until the company went bankrupt in 2021.
The group had already experienced struggles after a supply chain disruption in 2018, but the pandemic dealt the company its final blow.
The Collected Group filed for bankruptcy in April 2021, but Sunrise Brands swiftly acquired all three labels in July 2021.
Joie, now owned by Sunrise Brands, offers a range of accessible luxury pieces — from breezy dresses and floral blouses to versatile blazers — designed for effortless everyday style
Joie’s new parent company specializes in premium denim brands, with ownership of NYDJ and Seven7, but rounds off its portfolio with contemporary fashion brands such as American Rag and Rebecca Minkoff.
Sunrise Brands is working on restoring Joie and its companions to their former glory. They’re bringing Joie into the new decade with an updated branding strategy, including a bigger focus on social media presence, influencer marketing, and e-commerce sales.
Reports indicate that the brand has already experienced a 137% increase in e-commerce sales in 2021. However, it is still carried in independent boutiques and luxury department stores nationwide. Joie is also becoming more inclusive, with an increased size range in the works.
Vanessa Hudgens in a white Juicy Couture Victorian peasant top paired with a Madewell cropped motorcycle jacket, cuffed skinny jeans, and Joie peep-toe booties at the “World Of Color” nighttime water spectacular held at Disneyland’s California Adventure on June 10, 2010, in Anaheim, California (Credit: Tony DiMaio / Startraksphoto)
The allure of French style and California coastal chic has never truly disappeared, so we can only imagine that the fashion world will welcome the new and improved Joie with open arms.
Celebrity Endorsements: Joie in the Spotlight
From red carpets to off-duty moments, Joie’s feminine-meets-effortless style has long been a favorite among Hollywood’s most fashionable women.
Whether it’s Reese Witherspoon in bold fuchsia sandals, Vanessa Hudgens in chic over-the-knee boots, or Miranda Kerr in relaxed travel separates,
Joie has consistently delivered timeless pieces that blend Parisian elegance with California ease.
Below are some standout celebrity style moments featuring Joie:
👠 Explore Celebrity Style Moments Featuring Joie on Your Next Shoes:
- 👢 Vanessa Hudgens Wears Pixie Cut and Joie Over-the-Knee Boots — a throwback highlighting her suede over-the-knee Joie “Dream Some” boots.
- 👡 Reese Witherspoon’s Sexy Toes in Bright Fuchsia Sandals by Joie — spotlighting the Joie “Jaclyn” sandals she styled with a red dress.
- ✨ Diane Kruger in Dion Lee Dress and Joie ‘Toledo’ Lace-Up Sandals — showcasing her gladiator-inspired Joie lace-up sandals.
- ⚖️ Keke Palmer’s Fashion Evolution with Ice Cube in “The Longshots” — features the Joie “Tonni” strappy sandal in her look.
- 👖 Miranda Kerr’s Chic Travel Style at LAX with YSL Cabas Chyc Bag — paired Joie “Aryn” ikat wide-leg pants with a sharp blazer.
- 👚 Heidi Klum’s Glam Street Style in Leather Leggings — finished with a leopard-print Joie blouse for casual coolness.