First look: Karlie Kloss is the new face of Joe Fresh

By Sarah Kelsey

There’s nothing like a fun and fresh spring ad campaign to brighten February’s gloomy days, so may we present you with the very first shots of Karlie Kloss doing her supermodel thing for Canada’s own Joe Fresh.

The shots are full of bright and on-point looks that have us dreaming of what we’ll be wearing on warmer days. Botanicals feature prominently as do silk items and anything camo, plus the many staples for which Joe Mimran’s beloved brand has become known. The Victoria’s Secret model sports many such items in her snaps – think: khakis, a classic striped black and white dress and our go-to weekend ensemble, jeans and a tee. She also proudly rocks a denim-on-denim Canadian tuxedo.


“My style is very simple and chic and I think these pieces are right up my alley,” says Kloss. “When you pull on a great pair of jeans and it fits perfectly with a gorgeous silk shirt, and you feel good in what you’re wearing, it makes all the difference.”

Read more: 10 hot trends to watch out for at Toronto Fashion Week’s spring/summer 2015 shows

Male model Henrik Fallenius had the lucky job of shooting with the 22-year-old sartorial star in similarly muted tones.

In terms of beauty, the looks are exactly what we’d expect from Joe. Karlie goes girl-next-door with tousled blond locks and minimal makeup, and Henrik goes lumbersexual.

The campaign hits billboards and TV and web ads on Feb. 9, and will be seen in Canada, the U.S., South Korea and the Middle East.

Working with a retail giant is nothing new for the American model. In 2014, Karlie was the face of L’Oreal, Jean Paul Gaultier, Nike, Donna Karan, Lancaster and Chanel Coco Noir Fragrance. This year, she’s also inked a deal to represent Kate Spade.

Sarah Kelsey is a gal in the know who regularly appears on television and writes for a variety of outlets. Check out her work at, on Twitter @sarahkelsey, Instagram @sakelsey and Pinterest @sakelsey.

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