Joe Fresh Debuts Short Films by Ellen von Unwerth, Deborah Turbevillle, and Sue de Beer

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How do you know when a brand has versatility? When three filmmakers can put their spin on it—and come up with three very different results.

Canadian mega-chain Joe Fresh has tapped Ellen von Unwerth, Deborah Turbevillle, and Sue de Beer to create short films inspired by the brand to celebrate its brand-new Fifth Avenue flagship—its sixth U.S. location.

Turbeville’s film is slightly eerie, taking place in a Mexican bathhouse that recalls her famous Vogue photographs in the ‘70s, while von Unwerth’s is characteristically sunny, color-saturated, and a bit cheeky. De Beer’s, meanwhile, is more character-driven, starring Theodora Richards as a dreamy young rocker chick (how apropos!).

“We’re privileged to work with these extremely talented women and to showcase their artistic visions of Joe Fresh,” says Joe Mimran, Creative Director of the Joe Fresh brand, in a statement. “It has been fascinating to see how they interpret the brand, especially as it may differ from how we ourselves present it. The results are dreamy, sexy and bold, and all three films capture the carefree spirit that is Joe Fresh.”

The three films will be screened in the brand’s new flagship at 510 Fifth Avenue—or you can catch the full Sue de Beer video here.