April 25, 2017

Joe Fresh and lemlem by Liya Kebede Partner on Limited-Edition Swimwear Capsule Collection

TORONTO, April 25, 2017 /CNW/ - Joe Fresh has partnered with lemlem by Liya Kebede, to create a limited-edition capsule collection in support of lemlem Foundation.

lemlem is an artisan-driven fashion collection, founded by model and women's health advocate Liya Kebede, which is produced in Kebede's native Ethiopia, creating jobs for local artisans.

Joe Fresh has partnered with lemlem to develop a collection comprised of womenswear, kids, toddler and baby swimwear and beachwear pieces. The clothing and accessories feature the iconic bright stripes of the lemlem line, in various shades of blue, fuchsia pink and classic red. "Collaborating with Joe Fresh on this collection for women and kids is a great way to share what inspires us at lemlem and show how fashion and philanthropy can make a real impact around the world," said Liya Kebede, founder of lemlem. "I hope that through this collection more people can come to discover lemlem's style and the story of what we are creating in Africa." 

The Joe Fresh x lemlem capsule collection launches online at on May 8, and in-store on May 15. Prices range from $14 to $39.  As part of the collaboration, Joe Fresh is supporting the lemlem Foundation and its mission to help women in Africa thrive.

"We are pleased to partner with Liya and her Foundation to build a collection inspired by their iconic designs that celebrates and supports their extraordinary efforts," said Ian Freedman, President, Joe Fresh.   "With a shared commitment to modern wardrobe essentials, we have together built a spirited collection that delivers on our commitment to essential style at exceptional value."

High-res images of the Joe Fresh x lemlem collection, along with campaign images, are available for download here.

About lemlem lemlem, an artisan-driven fashion collection, founded by model and women's health advocate Liya Kebede, inspired the designs for this collection.  lemlem is known for its bright colors and hand-woven fabrics.  Its philanthropic counterpart, lemlem Foundation, is dedicated to improving the lives of women in Africa by providing access to maternal health services and economic empowerment opportunities.

About Joe Fresh Essential Style. Exceptional Value. Founded in 2006, Joe Fresh offers accessible, modern design in lifestyle collections for women, men and children. Today one of Canada's leading fashion retailers, Joe Fresh brings a contemporary point of view to everyday wardrobe favourites full of colour, polish and thoughtful details. In categories spanning apparel, accessories, footwear and beauty, Joe Fresh provides quality and style for the entire family. In Canada, Joe Fresh products are available in more than 1,450 retail locations; including over 350 Loblaw locations, 1,100 Shoppers Drugmart locations, 11 freestanding Joe Fresh stores and Joe Fresh is also available internationally through local partners in countries such as Mexico, the Philippines and the United States. For more information, please visit 

Woman modelling joe fresh clothing

SOURCE Loblaw Companies Limited

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