To JOSEPH Soho for the launch of the JOSEPH Pre Fall '16 collection. Built in 1872, the building embodies the JOSEPH sensibilities, merging the classic with the contemporary. Exposed brick work, glass floors and concrete details work alongside the building's original features, representative of the contrasts that run throughout the JOSEPH collections.
For the Pre Fall '16 presentation, JOSEPH Soho becomes a gallery. White walls play host to polaroids - cropped and unretouched they capture the raw, yet refined essence of the collection. Seeking influence from Perry Ogden's Pony Kids and the works of Deborah Turbeville, the Pre Fall collection redefines the pursuit for everyday classics.
Off-kilter combinations and skewed Eighties silhouettes are styled with a Nineties indie spirit and street culture sensibility to create a new uniform: a prim blouse is paired with pressed tweed trousers, an evening dress is worn over track pants. Buttons are intentionally replaced, sleeves cut too long or too short. Skirts are peculiarly high-waisted and trousers cut wide with an intentional slouch. The identity of the JOSEPH girl develops as she contrasts the refinement of heirloom pieces with urban icons.