Joseph Fetes Twenty-Five
Twenty-five years after the opening of its flagship on London’s Fulham Road, Joseph is finally staging its first runway presentation on London Fashion Week’s official schedule. Next week’s presentation just one component of the quarter-century birthday celebration—another crucial part is the launch of a capsule collection that fetes all things Joseph. With contributions from six designers, the range will be available at the Fulham Road store starting February 15.
Balmain, Jil Sander, Giles Deacon, Jonathan Saunders, Rupert Sanderson, and Joseph creative director Louise Trotter all hit the drawing board to create limited-edition pieces, which debut exclusively here. “We wanted to focus on designers both past and present that reflect the Joseph ethos,” Trotter said, explaining how the company whittled down the list to six, she included. “Everyone was thrilled to be asked, and thankfully most people could make the time!”
The designers also fell into line when it came to conveying the ethos of the brand. “The guiding spirit behind each piece came from the Joseph DNA: black and white. My idea of the leather tote began with one of our most iconic pieces—the stripe carrier bag,” explained Trotter. Also included in the mix are a black-and-white dress from Jonathan Saunders, a crisp white clutch from Jil Sander, and a roaring lion’s head from Balmain.
Fashion is a notoriously unforgiving business—consider each fashion year like a dog year, so for Joseph to hit twenty-five is a watershed moment that few retailers have achieved. How does Trotter account for the popularity, never mind longevity, of the brand, given the crowded retail market? “Joseph [Ettedgui, the founder] himself was a curator of new talent. His taste and spirit are still evident in the combination of designers we offer and the unique way we buy and showcase our collections,” she said of the vision of the charismatic Ettedgui, who died in 2010. “The basic principles that Joseph set out from the beginning, which are the perfect wardrobe essentials translated into luxury fabrics, is still as relevant today as when he started. We have tried to stay true to his philosophy whilst looking forward.”