INTRODUCING //
JOSEPH PRE SS16

INTRODUCING //
JOSEPH PRE SS16

The JOSEPH Pre SS16 collection poses a simple question. What do women want to wear every day and what makes these pieces desirable? The JOSEPH womans wardrobe is built on foundations that are both covetable and recognisable for Pre-SS16. Taking cues from the sportswear and Indie attitude of the nineties, post-grunge essentials are reinterpreted with modern luxury in mind. Track pants are elevated in butter suede, a Kway comes in double-faced cashmere, a T-shirt in superfluid crepe.


post-grunge essentials are reinterpreted with modern luxury in mind

Like ground-breaking 90s photography of Peter Lindbergh and Corinne Day for the Face, the mood is sparse, paired back, and honest. Yet there is an element of feminine ease to the collection too. Contrary to endless technical collections, Joseph now proposes simple luxury in soft cottons, fine jerseys and beautiful silks. Proportions are elongated and unfussy. There is an intimacy to the pieces. They are believable, easy, and wearable. The JOSEPH woman is not here to make a statement. We can all see ourselves in her every day.

Creative Director: Louise Trotter // Styling: Jane How // Photography Raf Stahelin.

[ VIEW THE LOOK BOOK ]