Soft Joie
Before 2001 there was a Joie-shaped hole in the fashion world that only Serge Azria, owner and creative director of Joie, could fill. The idea of providing the modern, fashion savvy customer with a global wardrobe rather than focusing on a single item, such as denim or graphic tees, proved successful. Joie™ still holds true to its original concept of “casual, comfortable, and luxurious,” and is best known today for its feminine tops, dresses, and cashmere sweaters. Joie encompasses a balance of these three key elements in each piece that is designed and says one cannot exist without the other.
Based on Joie’s great success, Soft Joie™ was launched in Spring 2010. The Soft Joie collection offers an array of luxuriously soft tees, tanks, cardigans, and dresses. Drawing inspiration from Joie’s effortlessly chic aesthetic and the casual yet sophisticated Southern California lifestyle, the collection strikes the perfect balance between comfort and style. Crafted from the highest quality jerseys and blends, each piece is both on trend and easy to wear.
The Soft Joie Collection takes jersey knits to another level. With signature Joie favorites and sophisticated basics, this collection is sure to become a staple of every chic woman’s wardrobe and a sought-after obsession for many seasons to come.
Based on Joie’s great success, Soft Joie™ was launched in Spring 2010. The Soft Joie collection offers an array of luxuriously soft tees, tanks, cardigans, and dresses. Drawing inspiration from Joie’s effortlessly chic aesthetic and the casual yet sophisticated Southern California lifestyle, the collection strikes the perfect balance between comfort and style. Crafted from the highest quality jerseys and blends, each piece is both on trend and easy to wear.
The Soft Joie Collection takes jersey knits to another level. With signature Joie favorites and sophisticated basics, this collection is sure to become a staple of every chic woman’s wardrobe and a sought-after obsession for many seasons to come.