JOSEPH - Damen - THE DRESSING ROOM ZUG

MODERNISED WOMEN

As the sixties drew to a close, Casablanca-born Joseph Ettedgui imagined a revolution in the way we buy fashion and so created a conceptual boutique to discover new ideas and new designers. Joseph brought Kenzo and Castelbajac to the world's attention, championed Azzedine Alaïa and Yohji Yamamoto, chose Norman Foster to design a store, and was the first in London to sell Prada.

Then in 1972 the JOSEPH in-house label was launched, placing importance on luxury essentials. Today, under the creative direction of Louise Trotter, JOSEPH has become a contemporary designer brand respected worldwide. Each men’s and women’s collection, shown during London Fashion Week, explores the nuances of personality through intimate detail, sartorial techniques and luxurious fabrications. An essential framework of wardrobe icons—the pant, the sweater, the blouse and more—are established as new and modern classics. The codes of the house are deconstructed, personalised, twisted.

Just as its stores were places to meet and share ideas, attracting designers, models, editors and photographers, JOSEPH—the label, the brand—is once again a focus for creativity, somewhere to find inspiration.

JOSEPH will continue to define the style of the coming decades just as it did so powerfully in the past.

HISTORY

1966
Casablanca-born Joseph Ettedgui opens a hairdresser’s, Salon 33, on King’s Road, London. He begins attending Paris fashion shows and soon starts selling knitwear by Japanese designer Kenzo from the window of the salon. It is an instant success.

1970's
By the early ‘70s the salon transforms into a boutique named JOSEPH. A further four stores open across London. They are conceptual spaces – more magazine than shop, places to discover new ideas and Ettedgui’s curation of radical designers, including Azzedine Alaïa and Yohji Yamamoto. Joseph also supports young designers, including Margaret Howell and later Katharine Hamnett and John Galliano.

1979
JOSEPH opens a new flagship store at 6 Sloane Street. The fresh, modernist space is designed
by architect Norman Foster and transforms Knightsbridge into a fashion hotspot.

1983 continued
JOSEPH opens its first New York store on Madison Avenue.

1984
The first Joe’s Café opens on London’s Sloane Street. With its relaxed elegance,
it becomes a favourite of creatives, influencers and shoppers alike.

1987
Photographer Pamela Hanson shoots a JOSEPH campaign that anticipates fashion’s pared-back 1990’s aesthetic

1988
JOSEPH collaborates with architect Eva Jiřičná on a new flagship store in
London at 77 Fulham Road. Its understated modernity is highly influential.

1996
JOSEPH launches a new logo and the iconic JOSEPH stripe, designed by Teresa Roviras which is still used today.

2000's
Photographer Peter Lindbergh shoots the JOSEPH campaigns that star Amber Valletta and Daria Werbowy.
This relationship continues for over a decade and produces many iconic images.

2013
JOSEPH launches its eponymous menswear line and opens a men’s store on London’s Savile Row.

2018
JOSEPH appoints Susana Clayton as its new Creative Director. Her first JOSEPH
collection, Winter 2019, made its instore debut in September 2019.

AUTUMN COLLECTION IN THE STORE

High Neck Pure Cashmere Knit

A contemporary rework of a classic shape, the High Neck Pure Cashmere Knit is an understated shape crafted from luxuriously soft Mongolian cashmere. Effortlessly designed, this versatile style is complete with large bell cuffs

Crepe De Soie Blouse

The Brana Crepe de Soie Blouse imagined in silk is a contemporary round-neck t-shirt. Understated luxury, this blouse has a relaxed fit and can be styled alone or worn with a jacket.

New Eliston Gabardine Stretch Trousers

the New Eliston Gabardine Stretch Trousers are a straight-leg trouser imagined in gabardine stretch. Slightly cropped, this wardrobe staple can be styled with a knit or blouse.

Silk Plaid Skirt

Elevating timeless appeal, the Silk Plaid Skirt is an elegantly pleated midi skirt crafted from a fluid mid-weight silk. Falling below the knee, this feminine wardrobe addition features a heritage check pattern

Matt Georgette Rayon Blouse

A long sleeved button up blouse featuring a large scarf tie neck and imagined in a matt silk

Bold Silk Plaid Blouse

A sophisticated long-sleeved button-up shirt featuring an elongated step back. Beautifully crafted, this elevated wardrobe staple features a heritage check print and can be paired with the Taffy Silk Plaid Trousers to create a timeless look.

Joseph Tee Jersey

An understated wardrobe icon, the JOSEPH Tee Jersey is a t-shirt crafted from a light pima cotton jersey. Round-neck, this staple is relaxed fitting and can be worn alone or layered to create an effortless an outfit.

Knit Weave Plissé Skirt

A beautifully crafted pleated skirt imagined in a fluid technical crepe. High waisted, this timeless wardrobe icon is finished with an asymmetric midi hem and can be styled with a light knit to create an effortless daytime look.

Matt Georgette Rayon Blouse

Bristol Matt Georgette Rayon Blouse is an elegant long sleeved top with a deep V Neck. Versatile and chic, this classic wardrobe essential is imagined in a matt silk and can be styled over the Tawn Texture Satin Trousers to create a stylish evening look.

Big Letters Joseph Print Jersey

Bua Big Letters JOSEPH Print Jersey is a relaxed fitting cotton t-shirt elevated with a JOSEPH logo print. Round neck, this cotton t-shirt can be paired with a smart trouser to create an off-duty look.