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.



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.


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.


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.


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.


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


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


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


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.


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


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








... and more



Joseph ist ein maskulin/feminines Label. Es verkörpert nicht unbedingt die typische Schönheit

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