Understatedly stylish, iFashion can’t get enough of the fresh brand Joie. Inspired by Southern California, the Joie aesthetic is that of laid-back femininity. All the garments work together to create a functional yet on-trend wardrobe that is perfect for busy fashionistas. Flowing dresses, cosy cashmeres and silky skirts, the casual pieces all have a luxurious quality that epitomises the city-chic look of LA ladies.

Based in downtown LA, the Joie brand has grown rapidly over the past eight years. This month, the highly-anticipated online store launched; so women from all over the world can add a touch of Joie luxury to their everyday wardrobes. The website embodies the unique boutique shopping experience that Joie brings; we can’t get enough of the sophisticated website design and have been lusting over key pieces from the resort collection; including the gorgeous leather Cecilia skirt with raw hem.

The beautiful SS ad campaign imagery was shot in LA by Carter Smith, featuring the stunning Elisa Sednaoui reclining in a light and breezy interior, a picture of insouciance. We don’t know about you but something about these shots have us yearning for the longer, sun kissed days of Spring already. To see more of Joie’s amazing collection, visit the webstore HERE.