JOSEPH modernised women. As the sixties drew to a close, Casablanca-born Joseph Ettedgui imagined a revolution in the way we buy fashion and so created a conceptual boutique to discover new ideas and new designers. Joseph brought Kenzo and Castelbajac to the world's attention, championed Azzedine Alaïa and Yohji Yamamoto, chose Norman Foster to design a store, and was the first in London to sell Prada.
Then in 1972 the JOSEPH in-house label was launched, placing importance on luxury essentials. Today, JOSEPH has become a contemporary designer brand respected worldwide.
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