6.27.2011

Style Director for Joe Fresh: Adrienne Shoom

Adrienne Shoom, lead stylist for Joe Fresh

Sarah Velasco: As Style Director, what are your roles? What is your schedule like?
Adrienne Shoom: As the style director for Joe Fresh, I have a busy schedule. I style all the of the looks for the campaigns, in store signage, look books and TV. I go back and forth between New York where we shoot our campaigns and Toronto where our head office is. If I’m not on set at an actual photo shoot, then I’m doing anything from visual research of runway trends and street style trends, to trend reports to organizing (and re-organizing!) samples and preparing for our next shoot.
Sarah Velasco: How did you become a stylist? Have you always been into fashion?
Adrienne Shoom: My BA is actually in Criminology, but I’ve always been into fashion and worked in the industry all throughout school. I worked at Club Monaco on Queen Street from Day 1 which is where I met Joe for the first time. I even remember what I wore! A turquoise crested Club Monaco shirt with chinos and oxfords. I started out in retail sales and then left to assist for my friend Susie Sheffman (who is the current Fashion Direction at FASHION Magazine). After starting as a fashion assistant at Flare and working my way up to Fashion Director ( I was at Flare for 15 years!), I decided I wanted a change – so I left to freelance as a stylist.
Sarah Velasco: Any advice for people who want to become a stylist?
Adrienne Shoom: On the job experience and internships are really important – and assisting a stylist is the best experience you can get. Obviously a love of fashion is a must - and a fashion education is great too!
Sarah Velasco: What draws you to Joe Fresh?
Adrienne Shoom: Joe himself, was and continues to be, the biggest draw. He’s a brilliant creative mind, designer and a great businessman. I was attracted to the Joe Fresh aesthetic – clean, modern classics that get updated each season.
Sarah Velasco: What is your vision? How does this vary from season to season?
Adrienne Shoom: The Joe Fresh vision – great style for a great price!
Sarah Velasco: What trends are coming up for summer, and what will we see Fall 2011?
Adrienne Shoom: For summer, head-to-toe white, new neutrals and shine and sequins are important. For Fall 2011 you can expect everything from bright colour to minimalism to a 70’s vibe.
Sarah Velasco: What are must have items for this season? What are top five clothing essentials to buy for summer?
Adrienne Shoom:
1. White wide leg pant
2. Striped tee
3. Coloured jeans
4. Strapless jumpsuit
5. Denim wedge

Sarah Velasco: What do you recommend for rainy days? How does one dress warm and for rain yet still look trendy?
Adrienne Shoom: A Joe Fresh trench coat with a Joe Fresh wellie!