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Most wanted: Joseph

Slowly but surely, the Joseph label is earning a reputation as one of the trendsetters in the fashion world. It’s about time this brand starts making headway in the Netherlands as well


This British brand originated from a clothing shop owned by Joseph Ettedgui who, together with his brothers, took charge of the design side of the business. This resulted in a label that has endured for decades, and is finally enjoying the international breakthrough it deserves.

Unfortunately, Ettedgui did not live long enough to enjoy this international success, but in recent years the Joseph brand has started to appeal to many a fashion blogger. Yet Joseph is anything but a hype. This is absolutely clear from the label’s autumn/winter collection. None of the items is so on-trend that it can’t be worn next season, and each item features an elegant look and a playful twist.

‘I like to dress people, not to make them fashionable,’ Ettedgui once said.

Louise Trotter is now at the creative helm at Joseph. Under her guidance, the label is continuing its founder’s philosophy. The brand produces sophisticated designs with a minimalist undertone. Today, this collection focuses even more on functionality than it did in the past. The colours used by Trotter may be extremely popular this season, but that may simply be coincidence. The season’s bright pink and warm orange models are sure to become favourites with colour lovers.

The sharp cut of the collection betrays the designer’s inspiration from the masculine silhouette. The tailored trousers, blazers and skirts all have a businesslike look, but are playfully combined with bright colours.

Find out more about luxury brands at de Bijenkorf



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