In the late 1960’s hairdresser Joseph Ettedgui looked out from his salon and imagined a revolution in the way fashion was bought.
He created a boutique which was more magazine than clothes shop encompassing all aspects of creativity including music, art, lifestyle and fashion.
With his flawless eye for ground breaking design, Joseph brought Kenzo and Castelbajac to the world’s attention, then championed Azzedine Alaia and Yohji Yamamoto, chose the architect Norman Foster to design a store and was the first in London to sell Prada.
Today, the Joseph collection has entered a new phase under the creative direction of Louise Trotter, presenting a versatile and contemporary ready-to-wear collection and a strong core of luxury essentials whilst retaining the modernity and spirit of the late Joseph Ettedgui himself.
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