Lights, camera, fashion!

Calgary is a cosmopolitan city, full of affluent audiences, hungry for fashion. But, anyone who lives here knows prices have soared over the past few years. For some, it’s hard enough to justify a vanilla-bean latte, let alone those killer Betsey Johnson pumps. So, what better way to indulge CIFF audiences, than with a heaping spoonful of Canada’s most reasonably-priced fashion line, Joe Fresh Style.

Following the Alberta premier of Eleven Minutes, giddy movie-goers made their way to Wild Ginger for a taste of the Joe Fresh Style fall line (joe.ca). I managed to weasel my way back stage to get a sneak peek of the collection and watch the gorgeous men and women from Mode Models primp for the fashion show. Seen left are Calgary’s Natassia Mendoza and Jade Davis (née Merriman), still flashing her big, honking diamond.

Nearly a dozen models strutted their stuff, showcasing the part-equestrian part-mod collection. Rich berry hues, blocks of color, cozy casuals and crisp classics took center stage as the nightclub transformed into a runway. See our Joe Fresh Style runway coverage from L’Oréal Fashion Week.

It almost feels like a guilty pleasure, because it’s just so affordable. (The line tops out at $89 for a coat and there are lots of options for under $20.) Leave it to Joe Mimran, the man behind Alfred Sung, Club Monaco and Caban to bring a smart, fun and affordable clothing line to Canadians. Mimran saw an untapped market in inexpensive separates and staples for men and women and he was right, once again.

Bonnee McLachlan is FASHION‘s Reporter Search winner for Calgary. Click to read her blog.

Read all of FASHION’s coverage of the Calgary International Film Festival.

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