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Born on the King’s Road in Chelsea, Joseph was founded by Joseph Ettedgui in 1972 and started out as a store stocking emerging designers of the time, not unlike Kenzo Takada and Katherine Hamnett, before launching his own line under the same Joseph brand. A lot of black and white, a lot of knitwear, a lot of tailoring and inspiration coming from things like the work of Helmut Newton, Joseph’s pieces are grown up fashion with a high-end edge. The stores now stock a huge range of designers that compliment the brand’s own style – think Céline, Margiela, and Thakoon – and are kitted out in an all white/glass/metal minimal concept, which the clothes fill to perfection. Now under the creative direction of Louise Trotter, Joseph counts Kate Middleton and Angelina Jolie as fans, which is only a testament to their versatility.


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