Collection focus in contrast, the organic and synthetic collide while noble fabrics wool gabardine, felt, alpaca are shown alongside the engineered other. Coated silks and natural yarns newly woven with manmade fibres plasticize tradition. What might at first glance seem to be animal or woodgrain prints are actually digitised version of the real thing while infallible colours like ecru and navy reveal to artificiality of neon yellow, plastic bag blue and highlighter red. Joseph ways of dressing is ways if seeing.
JOSEPH 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. 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.