Joie was once the preserve of industry insiders, with the American label's elegant, contemporary basics featuring in the arsenal of many an editor, but now buying the collection just got a whole lot easier...
The label is owned by Serga Azria, the man behind Equipment shirts (yet another cult staple) and Current Elliot Denim. And, Azria has just pushed the green light on the first Joie transactional website . Here's my favourite look from the resort collection:
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