artwork by London artist Joe Cruz of vintage fashion editorials and photos with paint strokes and bright colors


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Simple, bold and colorful- three of our favorite things…

London-based artist, Joe Cruz creates widely popular and easily recognizable pieces, all which contain these elements. Transforming vintage fashion editorials and photos with expressive paint strokes and bright colors, Joe’s aesthetic is equal parts playful and thoughtful. Joe brings energy into his work, with carefully placed lines and shapes and overlays, provoking a sense of emotion and movement in the viewer’s eyes.

We chatted with Joe at our Covent Garden opening in London, and quickly learned that Joe is (other than being an awesome dude), not someone to easily “figure out.” With roots in France, Spain, Austria and Morocco, Joe comes from an eclectic background, yet we’d describe his personality as calm and collected. He’s enjoys sports like kickboxing, has great personal style, and can also be found lecturing at UK universities. Perhaps it is the many interesting and unpredictable layers of Joe’s character that translate into the power and unexpectedness of his incredible art…

PS! Don’t miss Joe’s amazing IG feed, here!



bC: Introduce yourself.

Joe Cruz: Hi my name is Joe Cruz; I am an artist based in London.

bC: We are HUGE fans of your work! Tell us about it- what inspires you?

JC: Love, physicality and history.

bC: Has your style evolved since you began painting? Or has your aesthetic remained consistent?

JC: It is constantly evolving. I am hungry to discover new artists and movements, this really feeds into my practice, I see a new approach or technique and try to incorporate this into my work.

bC: We love the use of color in your pieces. Is color something that has always been important to you as an artist?

JC: Its always felt natural and I am never conscious of it, it’s a release and very emotional.

bC: Walk us through your creative process. What do you look for when selecting your starting images?

JC: Again its very visceral. I will be researching and then I will see something and know instantly I want to work with it.

bC: Where can you typically be found when not working in your studio?

JC: I love sports and am always doing classes in the gym- kickboxing and yoga mainly. Sometimes I lecture at uni, go to exhibitions, and I enjoy eating out.

bC: What is a piece of advice that you live by? 

JC: Be true to yourself.

bC: What’s your favorite dish at by CHLOE.?

JC: Air baked fries.

bC: What does “Eat well. Eat with purpose.” mean to you? This is the by CHLOE mission statement.

JC: Enjoy your food and take care of yourself.




Nickname? Joe/Joey.

Emoji that best describes you? Heart.

Favorite place on earth? The South of France.

Cocktail of choice? Mojito.

Top 3 restaurants (excluding by CHLOE. of course!)? Le Floreal in Paris, Ciao Bella in London,  La maison de Fogasses in Avignon.

Top 3 favorite fashion brands? Balenciaga, Comme des Garçons, Issey Mikake.

Early bird or night owl? Early bird.

Choice super hero power? Healing.

Go-to workout? Karate.

Juice or smoothie? Juice.

3 objects you can’t live without? Pencil, Pastels and my printer.

Whatcha readin’? Just Kids by Patti Smith.