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Launched in 2010, Soft Joie is a secondary line from Serge Azria's cool, Californian label Joie. Its focus is on luxuriously soft closet basics with the same free-spirited aesthetic as the mainline, bringing a subtle bohemian feel to Soft Joie beachwear, T-shirts, tanks, sweaters and more. For the Soft Joie beachwear collection, expect to see a range of lightweight, floaty tunics and kaftans in embroidered cotton, voile and breezy linen. Tassels, embellishments and light, eclectic prints lend a multi-cultural feel to these must-have designs.