Joie

Style keywords
About the brand
Founded in 2001 by Serge Azria, Joie is a contemporary fashion brand synonymous with accessible luxury and effortless style for the modern woman. The brand's name, derived from the French phrase "joie de vivre," embodies celebrating life's delight through fashion. Joie masterfully blends Parisian elegance with California coolness, creating pieces that are both sophisticated and laid-back. Originally recognized for its romantic silk blouses and coastal-inspired aesthetic, the brand became a favorite among stylish Americans and celebrities throughout the 2000s and 2010s. Today, Joie has evolved into a comprehensive lifestyle brand offering ready-to-wear designs, accessories, and fragrance. The brand's core philosophy centers on three key elements: "Effortless, Easeful, and Luxurious," ensuring each piece balances comfort with sophistication. With its modern yet timeless appeal, Joie draws inspiration from vintage artisanal creations while maintaining a fresh approach to contemporary fashion, establishing itself as one of the most sought-after brands in the industry.















