BRAND HISTORY
The beginning
1966
Casablanca-born Joseph Ettedgui opens a hairdressers, Salon 33, on King’s Road, London. He begins attending Paris fashion shows and soon starts selling knitwear by Japanese designer Kenzo from the window of the salon. It is an instant success.
1970's
By the early ‘70s the salon transforms into a boutique named JOSEPH. A further four stores open across London. They are conceptual spaces – more magazine than shop, places to discover new ideas and Ettedgui’s curation of radical designers, including Azzedine Alaïa and Yohji Yamamoto. Joseph also supports young designers, including Margaret Howell and later Katharine Hamnett and John Galliano.
1979
JOSEPH opens a new flagship store at 6 Sloane Street. The fresh,
modernist space is designed
by architect Norman Foster and transforms Knightsbridge into a fashion
hotspot.
1983
Ettedgui launches a knitwear label, JOSEPH TRICOT, which develops into a ready-to-wear line of luxurious contemporary essentials, the name was changed to JOSEPH. Ettedgui’s influence grows as he inspires a shift in glitzy 1980s taste towards modernity and simplicity.
1984
The first Joe’s Café opens on London’s Sloane Street. An idea ahead of its time - the brand’s introduction of restaurants and lifestyle stores begin to redefine the shopping experience, creating an immersive, inspiring atmosphere that attracts customers seeking more than just clothing. With its relaxed elegance, Joe’s Café becomes a favourite of creatives, influencers and shoppers alike.
1987
Photographer Pamela Hanson shoots a JOSEPH campaign that anticipates fashion’s pared-back 1990’s aesthetic
1988
JOSEPH collaborates with architect Eva Jiřičná on a new
flagship store in
London at 77 Fulham Road. Its understated modernity is highly
influential.
1993
Ettedgui opens a design studio in Paris, which he later expands to house an atelier.
1996
JOSEPH launches a new logo and the iconic JOSEPH stripe, designed by Teresa Roviras which is still used today.
SPRING SUMMER 1999 AUTUMN WINTER 2010 SPRING SUMMER 2011 AUTUMN WINTER 2011
2000's
Photographer Peter Lindbergh shoots the JOSEPH campaigns that star Amber
Valletta and Daria Werbowy.
This relationship continues for over a decade and produces many iconic
images.
2020
JOSEPH appoints Anna Lundbäck Dyhr and Frederik Dyhr as its new Co-Creative Directors.
Their first collection, Spring Summer 2022, made its instore debut in November 2021.
2023
The British contemporary designer brand JOSEPH reaches its 40th anniversary.
To celebrate the milestone, supermodel Amber Valletta stars as the face of the Autumn Winter 2023 campaign, marking a special reunion, as Valletta previously graced the iconic Autumn Winter 2010 campaign shot by the legendary Peter Lindbergh.
Autumn Winter 2010 Campaign
The beginning
1966
Casablanca-born Joseph Ettedgui opens a hairdressers, Salon 33, on King’s Road, London. He begins attending Paris fashion shows and soon starts selling knitwear by Japanese designer Kenzo from the window of the salon. It is an instant success.
1970's
By the early ‘70s the salon transforms into a boutique named JOSEPH. A further four stores open across London. They are conceptual spaces – more magazine than shop, places to discover new ideas and Ettedgui’s curation of radical designers, including Azzedine Alaïa and Yohji Yamamoto. JOSEPH also supports young designers, including Margaret Howell and later Katharine Hamnett and John Galliano.
1979
JOSEPH opens a new flagship store at 6 Sloane Street.
The fresh, modernist space is designed by architect Norman Foster and transforms Knightsbridge into a fashion hotspot.
Ettedgui launches a knitwear label, JOSEPH TRICOT, which develops into a ready-to-wear line of luxurious contemporary essentials, JOSEPH. Ettedgui’s influence grows as he inspires a shift in glitzy 1980s taste towards modernity and simplicity.
1984
The first Joe’s Café opens on London’s Sloane Street. An idea ahead of its time - the brand’s introduction of restaurants and lifestyle stores begin to redefine the shopping experience, creating an immersive, inspiring atmosphere that attracts customers seeking more than just clothing. With its relaxed elegance, Joe’s Café becomes a favourite of creatives, influencers and shoppers alike.
1987
Photographer Pamela Hanson shoots a JOSEPH campaign that anticipates fashion’s pared-back 1990’s aesthetic
1988
JOSEPH collaborates with architect Eva Jiřičná on a new
flagship store in
London at 77 Fulham Road. Its understated modernity is highly influential.
1993
Ettedgui opens a design studio in Paris, which he later expands to house an atelier.
1996
JOSEPH launches a new logo and the iconic JOSEPH stripe, designed by Teresa Roviras which is still used today.
2000's
Photographer Peter Lindbergh shoots the JOSEPH campaigns that star Amber
Valletta and Daria Werbowy.
This relationship continues for over a decade and produces many iconic
images.
2020
JOSEPH appoints Anna Lundbäck Dyhr & Frederik Dyhr as its new Co-Creative Directors.
Their first collection, Spring Summer 2022, will make its instore debut in November 2021.
2023
The British contemporary designer brand JOSEPH reaches its 40th anniversary.
To celebrate the milestone, supermodel Amber Valletta stars as the face of the Autumn Winter 2023 campaign, marking a special reunion, as Valletta previously graced the iconic Autumn Winter 2010 campaign shot by the legendary Peter Lindbergh.
Autumn Winter 2010 Campaign