Casablanca-born Joseph Ettedgui began his fashion boutique in the late sixties after imagining a revolutionary way to buy fashion. He created a boutique that was more magazine than clothes shop – a location to discover new ideas, new styles and new designers. He brought Kenzo and Castelbajac to the world’s attention and later championed Azzedine Alaia and Yohji Yamamoto. Norman Foster designed the concept store which became the first store in London to sell Prada. Despite later launching his eponymous label to much critical acclaim, Joseph continued to showcase the designers he had discovered and nurtured.
Under the creative direction of Louise Trotter, Joseph presents a high contemporary ready-to-wear collection with a strong core of luxury essentials. This is why we believe Joseph fits perfectly into our Classic edit. Whether you’re looking for the perfect cashmere coat, or an elegantly tailored pair of trousers, Joseph will certainly have what you’re looking for.
Shop Joseph here.