JOSEPH is much more than just another high-end fashion brand, especially for stylish women over 50.
The fashion brand JOSEPH started life as a shop on The King’s Road, Chelsea, back in the day when The King’s Road was the street to see and be seen. It was not just a shopping mecca for the chic and stylish of the UK and for overseas visitors, but a byword for cutting-edge style in the 1960s and ‘70s: Vivienne Westwood had her first shop there, and when JOSEPH founder, Joseph Ettedgui, arrived in London from Paris, he headed straight to The King’s Road to open his first shop.
The very clever thing about Joseph Ettedgui, never seen without his trademark heavy-frame glasses and cigar, was that he was much more than a brilliant retailer and designer. After his success on The King’s Road, he opened further stores on London’s chicest fashion avenues – on Brompton Road, Sloane Street and on Brook Street, just a few Ferragamo-shod paces from Bond Street.
Joseph was also a curator who created a lifestyle. He wanted to create a brand which was as much about the food you ate; and the photography and architecture you saw, as it was about the clothes. Joe’s Café became an extension of this; a place to meet for coffee with a girlfriend, a business lunch or grab coffee-to-go between browsing. He recognised that time was something we could afford to spare little of, so curated his brand around that ethos – creating his own line of functional, beautiful essentials that can carry you from day to evening, weaving other designer brands amongst the luxe, contemporary wardrobe he created.
After his death in 2010, the JOSEPH stores continued purveying the beautiful high-end and high-quality clothing which had always set JOSEPH apart in UK retail. Today, SoSensational is thrilled to have JOSEPH as one of its premium fashion brands, offering super chic, timeless, ageless and dangerously tempting womenswear.
This is a brand that updates itself each season rather than sending us scurrying off in a totally new direction, it perfects those essentials that we know and love, ensuring our wardrobe is modern yet timeless. The JOSEPH collection of luxe, classic pieces makes it simple to update our existing wardrobe without having to start again from scratch each season – unless we want to, of course.
The Spring Summer ’16 collection is as deliciously covetable as ever, especially for the stylish older woman. The skirts and trousers are inspired by the cut of the traditional man’s trouser, infused with sophisticated slouch yet perfectly tailored to the body. Masculine wear is updated with a modern feminine lens, his tuxedo shirt is elevated in silk with the addition of a feminine bow, his overcoat becomes her cover-up in double-faced cashmere. Silhouettes are a balance of volume and sartorial style, asymmetric tops swoop low on the hip, midi and maxi skirts are pleated to provide movement and volume. As always with JOSEPH, the fabrics are super luxe: leather and nubuck, silk and satin, super soft jersey and cotton-poplin all in tonal palette of pale neutrals and the brand’s signature monochrome.
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