Designer Focus

Joseph

The brand Joseph was founded by the Moroccan Joseph Ettedgui. After opening his boutique in London, he launched his own label, known for a refreshing simplicity and clean-cut style.

 

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About the designer


Moroccan-born hairdresser Joseph Ettedgui moved to London in 1960 together with his brother Maurice. They set up a hair salon on Kings Road, the centre of sophistication and luxury fashion. He always had an interest in fashion which was fuelled by his well-dressed elite clientele and their stories on the fashion industry. Inspired by their experiences, he felt the urge to create something that exceeded their expectations on retail and launched his own boutique in the 1970s.
Joseph's aim was to inspire his customers by working with a renowned interior architect and importing contemporary it-brands of that time. Without any background in fashion, he had the rare talent of predicting the outcome of fashion trends which made him and his boutique extremely popular. Joseph Ettedgui launched his own label in 1972 and sold it next to the brands he introduced to the UK's fashion audience. Currently the brand is under the creative direction of Louise Trotter.

Collection spring/summer 2018


Louise Trotter’s models stepped out onto the catwalk in full uniform for the label’s SS18 presentation. Oversized silhouettes presented menswear-inspired blazer jackets and coats; patch pockets revealed a utilitarian approach, whereas black tailored suiting with pointed white collars showcased the chambermaid inspiration. The voluminous silhouettes retained their feminine touch thanks to accentuated waist belts and sheer organza and lace dresses. The neutral colours were brightened with a poppy red, featured in a leather blazer jacket and a shoulder strap midi dress. Along with the neutral hues there were shades of pastel lilac and mint as seen in trouser suits and tartan patterned silhouettes showing a biker jacket worn inside out.