Joe Fresh, JCPenney's Next Collaboration, Makes Strong Impression at the Indie Spirits

Cameron Silver Spirit Awards - P 2013
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Cameron Silver Spirit Awards - P 2013

The Canadian brand already rolled into the closet of soon-to-be Bravo personality Cameron Silver at the Indie Spirits — and on March 8, the public can get their fill via an L.A. pop up shop.

JCPenney might be sinking in the reinvention game, but that doesn't mean the midpriced American retailer -- whose CEO Ron Johnson is the former Apple vp credited with concocting the Genius Bar -- isn't continuing its quest to capture the young, upwardly mobile audience that brands currently need a piece of to survive.

On March 15, the Texas-based retailer will begin carrying Joe Fresh, the Canadian line of wallet-friendly sportswear started by Club Monaco founder Joe Mimran in 2006.  

The collab will arrive in L.A. via a Melrose Avenue pop-up shop March 8-10. But the collection of colorful, mostly under-$75 basics already seems to have found fans in Emily Mortimer, Paul Rudd and Laura Dern at the Indie Spirit Awards on Feb. 23, where the brand hosted a gifting lounge that boasted a line out the door. 

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As usual, L.A.’s own style seer/Decades vintage boutique owner Cameron Silver was ahead of trend, sporting a natty white suit from Joe Fresh's spring/summer 13 collection on the Spirit arrivals carpet. Silver and his business partner Christos Garkinos star in their new Bravo fashion reality show, The Dukes of Melrose, which premieres March 6.

Since hiring former Neiman Marcus menswear director Nick Wooster to head up trend and design in April, the Texas-based department store has inked a just-announced deal with Marchesa designer Georgina Chapman (wife of Harvey Weinstein) on a line of budget-friendly prom frocks. While Friday marks the introduction of a prints-heavy collaboration with Duro Olowu, a traditionally high-end London-based designer favored by the likes of Keira Knightley and Michelle Obama. 

Joe Fresh/JCP Pop-Up, March 8-10, 8070 Melrose Ave., Los Angeles.