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Joie et Beauté SS18
Joie et Beauté SS18Courtesy of Joie et Beauté

Meet new label Joie et Beauté

And get your first look at SS18

Young label Joie et Beauté is new on our radar, turning up with an anonymous head of design in tow, production entirely based in Italy, and an SS18 collection that isn’t for the shrinking violet.

The enigmatic designer behind J&B has crafted a collection combining oversized silhouettes and asymmetric designs with clashing patterns and a whole bunch of different materials. For the lookbook, the collection was shot in the streets of Paris, which feels fitting, given the French name and all that. We also all know Paris is the Most Fashion™ city, so that makes it a good fit, too.

Discussing what fashion means to him, the anonymous designer of J&B said: “fashion is a pleasure, a way of feeling.” That’s a sentiment anyone can really get behind. Get yourself a big coat and feel powerful, get a great pair of trousers and feel the difference in your walk, slip into your favourite oversized shirt and stand a little taller. That’s why we all do this right?

Take a look at the gallery above to see the collection in more detail.