An homage to hockney, to english wit.
This season the Joseph woman reveals her artistic temperament through a defiant clash of pattern and palette, picnic ginghams, polka dots and parasol stripes. The painterly palette is lawn green, cobalt, dandelion yellow – causes a bigger splash. In breaking sartorial conventions, a love affair with eccentricity is revealed. Formal wear is made casual as elegance turns irreverent. A study into classic mannish tailoring work with point collar shirts. A collection dedicated to generosity of character and the optimism of a wardrobe to a pioneer. A trip into the art of the pop.
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.