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Casual, Comfortable, Luxurious

April 18, 2013

Effortless glamour and California cool have officially landed on label-hub Melrose Avenue with the opening of RTW fashion brand Joie’s new French-style boutique. Famed for their stylish fusion of vintage inspiration, relaxed Southern California vibe and Parisian heritage (despite once being renowned for cotton cargos), Joie finally brought their wardrobe staples to LA last December in an airy 1,640 sq ft space. Designed by Ryan Korban, it boasts a chic white and pale wood interior with an assortment of floral arrangements, bookcase shelving and chaise lounges.

Currently featured in-store are the pale shades and patterns of this season’s spring collection, with key pieces ranging from floaty chiffon and lace blouses, to vibrantly printed Jacobella and tailored khaki Beso shorts. There are also loose-fitting Mehira blazers and pretty dresses like the silk Meesa with cap sleeves and chic black and white python print, along with everyday tees and beach dresses from the Soft Joie selection. In the accessory department, gold cuff bracelets and the fresh scent of Folle de Joie perfume sit alongside on-trend sandals, wedges and moccasins, plus bags like the simple Edie tote and gorgeous washed leather crossbody Stella bag. Casual, comfortable and oh so luxurious.

8414 Melrose Ave / +1 323 852 0420
/ 11am-7pm Mon-Sat, Sun noon-6pm