There was nothing like this crisp September air; it promised newness. And there was nowhere for the start of the season like London. Displayed in rows, the new collection was in abundance and yet, there was something entirely striking about how minimalist it was. The boutique had a quality unlike anything she’d seen before - least not in the other stores they worked with. Matched in style by its manager, Josephine; and the brisk, no-nonsense appeal of her demeanour as she ushered her towards them. She was rarely intimidated and yet Ettedgui’s presence had a charisma that was palpable; a sort of impatience that served only to underscore the extent to which he so clearly knew his mind and what he was looking for. The assuredness of this so evident in the uniqueness of the space they were in; when everything today was 'more, more, more', there was such splendour in getting to witness him peel his eyes over her presentation with beautiful simplicity - his attention to quality and clean lines garnered in one fell swoop. ‘Yes,’ Josephine nodded, observing him and shook her hand. At 23 she’d sold collections to some of the biggest names in the industry and yet, she was deeply aware of a sense of honour next to this man - Joseph Ettedgui. The year was 1983 and as she hopped out of the store onto Sloane Street, she couldn’t help but feel that she’d just witnessed fashion magic.
In 1983 Joseph Ettedgui created the now legendary British brand, JOSEPH. And in turn, a legacy synonamous with exceptional fit, modern silhouettes and luxury essentials. JOSEPH's A/W 23 campaign starring Amber Valletta celebrates the aesthetic that remain at the brand's heart for its 40th anniversary. One (well, us millenials) can only but imagine how JOSEPH must have vibed back when Ettedgui first conceived it; so ahead of its time ('timeless' is most certainly a word that comes into my mind when I think of JOSEPH). For so many of us, JOSEPH has become, like a firm friend, a first port of call each season when we want key pieces of exceptional quality (that fit beautifully). I would venture that this brand holds a dear place for a lot of us. Evenings spent at Joe's Bar (named after the designer) in Belgravia had the owner recounting his own stories of his late dear friend. And my own story this time takes direct inspiration and reference from none other than my mother; who used to sell her collections to Joseph back in the 80s and has her own cherished memories of working with him. But for me and perhaps for you too, my relationship with JOSEPH has been one whereby, as I've had to be ruthless with my wardrobe over they years in finding pieces new homes as my style has evolved; everything I own from this great brand seems to stay steadfast and unmovable in its place for their still-relevance no matter how sophisticated my own style becomes. After all, where would I be without my black JOSEPH blazer? Happy Anniversary JOSEPH - and here's to the next 40.
Girl in Style x