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Hello moon – The Bay launches new collection by Mimran miracle makers

Although I may not be able to afford the haute on offer at The Room, I will surely be stocking my wardrobe with The Bay’s new clothing line, moon.

Like all things Mimran, moon evokes subdued sophistication, a tidy and clean look that moves easily from polished at the office to sexy at an evening event. Although Joseph Mimran is the name usually connected with design, moon was mostly designed by Jordin and Tamara Mimran, the children of Joseph’s brother Saul – the industrious counterpart to the uber successful collections of both Alfred Sung and Club Monaco. Although partners in the past, the Joe behind Joe Fresh has got nothing to do with The Bay’s moon. Aesthetically they share a similar style but the Bay’s moon collection is, in fact, a competitor to Joe Fresh. With the same last name and different businesses, it does get a little complicated, but safe to say the family is talented.

With the exception of outerwear, the moon collection price points start at $19 to $79. For this fall, I have my eye on the double knit dress at $49.99 and pleated skirt for $39.99.

Media, fashion industry heavyweights and members of Toronto’s chapter of The Society mingled with NYC’s model and DJ Leigh Lezark of the Misshapes. Underneath moon mannequins (sort of romantic, no?) there was chatter about summer vacay, vodka, hair extensions and the looming onset of TIFF. Slightly freaking out about the insane workload that awaits, I was somewhat calmed by the collection, and quietly contemplated which outfits would make terrific choices for hectic September days filled with film screenings, interviews and multiple evening cocktail parties.

The Bay’s president and CEO, Bonnie Brooks, describes the new line as “an entire category of attainable modern classics and key fashion pieces that are the next evolution of fast fashion.” Meaning, dip in on your lunch hour and you are surely going to find something that will become a much loved wardrobe staple – oh, and while you are there, spritz on some perfume – one of the benefits of department store shopping.

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