In honour of its 40th anniversary, JOSEPH reimagines a pivotal moment from its archive by welcoming back Amber Valletta as the face of the Autumn Winter 2023 campaign. A celebration of timeless beauty and enduring style, this marks a special reunion for the supermodel and the brand, paying homage to the iconic Autumn Winter 2010 campaign shot by the legendary Peter Lindbergh.




Drawing inspiration from Lindbergh’s portrayal of the urban woman - a monochromatic style that went on to define JOSEPH visual house codes - this campaign comes to life through the lens of emerging photographer, Darren Gwynn.

Amber moves through the urban landscape in key silhouettes from a collection inspired by classical sculpture and monochrome art: signature tailoring, innovative knitwear and bold outerwear.

Hero pieces from the original collections have been modernised for the anniversary – the Sloppy Joe knit has been reworked in ivory hand knit silk cashmere while the suit is offered in taupe tailoring wool.



in der boutique





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.