Reviving Joie: Fashion Brand Blending Paris and California

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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.

Fashion label Joie became known for mixing Parisian elegance and California coolnessFashion label Joie became known for mixing Parisian elegance and California coolness (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 now back and better than ever under new direction. Learn all about the revival of Joie below!

Finding Joie

Launched in 2001 by Serge Azria, brother of the late Max Azria, Joie has been a staple in contemporary American fashion for more than two decades.

Joie's founder Serge Azria poses with models at the Joie presentation during Mercedes-Benz Fashion Week Fall 2014Joie’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, was derived from the phrase joie de vivre, or the delight of being alive. Serge wanted to create a brand that celebrated 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 lifeJoie 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, Easeful & Luxurious

Serge created Joie on the belief that every woman’s wardrobe should contain three feminine necessities: a silk blouse, a lace top, and a printed dress.

These pieces could easily be dressed up or down depending on the occasion: they could be paired with jeans and sneakers for day, or tailored trousers and heels for night.

Joie clothing storefront in Philadelphia, PennsylvaniaJoie clothing storefront in Philadelphia, Pennsylvania (Credit: Helen89 / Shutterstock)

Each collection reflected Serge’s Parisian upbringing with his new life in California. The brand became particularly famous 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. It introduced accessories, jewelry, and a floral fragrance to complete its assortment in the 2010s.

Rediscovering The Joie De Vivre

Joie made up one-third of The Collected Group, which also included Parisian silk label Equipment and 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, making the pandemic the final blow to the company.

The Collected Group filed for bankruptcy in April 2021, but all three labels were swiftly acquired by Sunrise Brands in July 2021.

Joie is owned by Sunrise Brands and the brand targets accessible luxury and casual style for today's modern womanJoie is owned by Sunrise Brands and the brand targets accessible luxury and casual style for today’s modern woman

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 say that the brand has already seen a 137% increase in e-commerce sales in 2021, though it is still carried in independent boutiques and luxury department stores (including Nordstrom and Bloomingdale’s) across the country. 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 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 really disappeared, so we can only imagine that the fashion world will be ready to accept the new and improved Joie with open arms.

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