I love the British brand Joseph. The legacy of fashion pioneer Joseph Ettedgui lives on with Louise Trotter since she became creative director in 2009.

I remember visiting a Joseph store in London for the first time as a teenager in the eighties and being so impressed by sobriety of the aesthetic, although I didn’t know anything about fashion at the time.
Today the Joseph brand still feels so present under the creative direction of designer Louise Trotter. She has redefined the timeless, understated aesthetic of founder Joseph Ettedgui and presents ‘easy’ essentials as we like them today: interchangeable and always a bit twisted in proportion and styling.

For me Joseph is all about the right choice of fit, details, colour, fabric and textural depth.

Since the early seventies Joseph Ettedgui (1936-2010) – the Moroccan-born founder of the Joseph brand and Joseph stores – has been offering women simple and stylish wardrobe staples. His shops are seen as predecessors to the modern concept store, selling Joseph alongside imported designer collections from Kenzo, Prada, Azzedine Alaïa , Céline, Helmut Lang and others.

Below a selection from the Joseph pre-fall 2016 collection.

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