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August 30 2014

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Joseph Meets The Next Generation

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London girls have always known about Joseph—since the seventies, it’s been the brand they’ve raided their mothers’ closets for, poaching the great fur accessories, slouchy knits, and signature form-fitting trousers. The label—and its attendant store, founded by retail legend Joseph Ettedgui, which also stocks sharp picks from Alexander Wang, Alaïa, Proenza Schouler, and Givenchy—has maintained a steady client base over the years but fallen largely off the radar of the young and acquisitive. With new owners (the Japanese retail giant Onward Kashiyama, which also owns Jil Sander) and the guiding direction of artistic director Alain Snege (formerly a buyer for Colette and mastermind behind of-the-moment collaborations with the likes of Seven for All Mankind and LD Tuttle), Joseph is gaining traction anew. Longstanding clients Claudia Schiffer, Elle Macpherson, and Liz Hurley—meet Alison Mosshart and Poppy Delevingne.

The Joseph look—designed by Louise Trotter, with input from Snege—includes a few girly party dresses (Gwyneth Paltrow recently snapped up a lacy gold frock), but for Fall, it’s got more than a little of the hard-edged, hell-bent-for-leather look popularized by Carine Roitfeld. (No surprise, a friend of Snege’s.) And in keeping with tradition, the fur accents are still liberally dispensed. U.S. fans can find the label at Intermix, Net-a-Porter, and Shopbop, as well as at the label’s Madison Avenue flagship store.

Photo: Courtesy of Joseph

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