15 Pieces From the Joe Fresh x lemlem Collection
Liya Kebede's capsule collection supports traditional weavers in her home of Ethiopia
The supes are not in short supply at Joe Fresh which has had the likes of Miranda Kerr and Karlie Kloss star in its campaigns. But its latest partnership with Liya Kebede is a first. Joe Fresh x lemlem is a limited-edition capsule collection created in collaboration with Kebede’s clothing line. The Ethiopian-born supermodel started lemlem (which means “to bloom or flourish” in Amharic, the national language of Ethiopia) 10 years ago after meeting with traditional weavers in her home country who couldn’t find a market for their handwoven pieces. If the bright primary-coloured stripes and soft cottons look familiar, it’s because previous collaborators included J.Crew and Soludos. The idea to partner with Joe Fresh came about while Kebede was working with the brand on an ad campaign. “We talked about our love of fashion and our feeling that it can create strong connections,” she says. “And we moved that idea into this.” The collection includes breezy sundresses, warm-weather scarves and colourful beachwear. “Modelling opened many doors for me,” says Kebede. “I’m especially grateful that it has given me a chance to help raise awareness about some of the most serious challenges women in Africa face.”
See 22 looks from the Joe Fresh x lemlem collaboration.