“Casual, comfortable, and luxurious” are the three pillars of Joie’s approach to clothing. The designs are inspired by the relaxed Southern California lifestyle and are infused with the sort of sophistication you’d expect to find on the streets of Paris. The name Joie translates to “rejoicing” in French — an appropriate name for a fashion brand that caters to women looking for a certain sophisticated, yet casual style.
Joie began in 2001 and grew into multiple locations spread throughout 10 states. Joie opened a store in Washington last year, located in one of our favorite shopping districts, University Village. The boutique, like its other locations, features a neutral cream, taupe, and white backdrop. Blonde hardwood floors and white trim serve as a sleek backdrop for the beautiful fabrics and cuts of cloth.
Among the tops, bottoms, and dresses Joie shoppers have come to expect, there are unexpected finds, accessories like wide-brimmed hats, classic leather belts, and even dainty jewelry. Every season inspires Joie’s designers to work with a different theme. Last autumn, for instance, the designers focused on the Baroque period, where details and gold accents are main attributes. Shoppers will find classics like the Tameroaine grey knit sweater, a chic option that pairs perfectly with jeans or leggings, and the Sibel top, a graceful wool cowl-neck in an almost-off-the-shoulder design for a great work-to-play piece.
There’s something for every style at Joie, even if you identify more with urban style instead of laid-back California. The designers ensure a wide selection of fabrics and cuts are presented each season. There are plenty of looks to create, each able to fit individual style. The goal is to celebrate beauty and a love of life.
In addition to outfitting women, Joie strives to inspire its fans with a monthly Sunday Girl feature on their website. The articles profile exceptional women who “embody the essence of Joie” according to the company’s website. Women profiled include personal stylists, florists, and boutique owners. The idea is to offer a glimpse into the lives of these wonderful women who have perfected the art of enjoying life and living it to the fullest. Joie demonstrates that a person’s presence in the world is more than clothes, it’s an attitude — a casual, comfortable, and luxurious attitude.
