Between the ‘80s pop music blasting throughout the studio and flower arrangements lining the set, hanging out at the Joe Fresh spring campaign shoot feels more like a dance party than a major fashion campaign. (The fact that Karlie Kloss has zero qualms about showing off her impressive moves between takes might help the vibe, too.) Sure, the Canadian retailer’s newest ads star two of the most famous models in the world—along with Kloss, the brand has enlisted Ethiopian-born stunnerLiya Kebede—but the attitude here still remains decidedly laid-back.
“I have to admit that, yes, some days are not near this fun,” Kloss said on a break, sipping on a latte. “Last spring was the first campaign I did [for Joe Fresh], so this year we’ve gotten to really know each other. It’s really fun to come back together and just work with a team that you enjoy spending time with.”
Of course, easygoing attitude might have something to do with the clothes themselves. Ever since Joe Fresh established itself stateside back in 2011, the Toronto-based company has become known for updating classics like trench coats, breezy dresses, and printed blouses—both for work and the weekend—with signature modern twists. For spring, the brand expanded on its go-to offerings with utilitarian jackets, patterned trousers, wrap dresses, and the ultimate seasonless essential: denim. Fortunately for us (and for Kloss, who said that “finding the perfect pair of jeans is like finding your soulmate”), there are plenty of options to choose from. And as for tips on how to wear them, there’s really nobody better to ask than the pros themselves. Kloss and Kebede schooled us on denim shopping, spring dressing, and more backstage.