A uniform. The idea of a pragmatic wardrobe, a framework of luxury essentials, has proved a constant source of inspiration for Joseph Ettedgui, the brand’s late founder, and for Louise Trotter, Joseph’s current day creative director.

Each Joseph men’s and women’s collection is shown during London Fashion Week. Here, Trotter examines the nuances of the wearer, reworking classic utilitarian garments through luxurious fabrications, unexpected details and personal insights.

The relaxed trouser, an elevated sweater, the immaculate blouse, a great coat and much more are not only re-established as new and ever-modern classics, but as a defining language for the house.


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