Freemans debuts Jo Elvin edit

By

Nigel TAYLOR

Published
April 14, 2023

Fresh from launching a value collaboration with European fashion retailer Bon Prix this week, UK digital department store Freemans has turned its attention closer to home with another fashion tie-up.

This time it's with fashion editor and podcast presenter Jo Elvin who launches her first fashion edit exclusively for the brand. 

Having hand-selected and modelled the 41-piece collection, #TheJoElvinEdit is a selection of key pieces for the SS23 season, each coming with the stamp of her approval.

“Perfectly placed to add some new season style to your arsenal”, the editor-approved selection includes ‘ditsy’ printed midis, hardworking denim and spring separates, as well as shoes and accessories designed to mix and match. 

“It’s my take on how to style a capsule wardrobe, that’s versatile enough to see you through anything you’re up to this spring,” says Elvin. “I’ve deliberately chosen pieces that I think work well dressed up or down. I need clothes that work hard and so I want that for you.” 

Standout styles include a boho tiered midi dress -- styled by Jo with New Balance shoes and a denim jacket -- and a Julien Macdonald printed wrap dress “that works equally well as a kimono to dress up a simple jeans and tee”. 

Placing importance on the versatility of her pieces, her key advice is to ensure a wardrobe works as hard as the wearer. “Swap your shoes and you can go from day to night. Add trainers to an office-y dress and you have a relaxed weekend look”, she advises. 

Available in sizes 8-32 the range is priced from £25 on the Freemans website.