40TH ANNIVERSARY:
A SERIES OF SHORT FILMS

This year JOSEPH celebrates a remarkable milestone – 40 years spent shaping the fashion industry with its luxurious, timeless designs. To commemorate this achievement, JOSEPH has embarked on an inspiring journey of discovery through a series of short vignettes delving into its past, present, and future.

PART 4: ART & CULTURE

Rooted in an ideology that champions purpose with a timeless aesthetic, JOSEPH’s creations have consistently drawn inspiration from classical references with enduring appeal. Deep at the heart of its creative process is a connection to art and culture, infusing JOSEPH designs with a distinctive geometric and structural sophistication that align seamlessly with its DNA.

The inclination towards contemporary art has become a defining brand characteristic with pieces often demonstrating a sense of precision and balance, drawing inspiration from geometric shapes and forms. These elements unite with the fluidity of carefully chosen fabrics, resulting in garments that strike a harmonious blend between structure and movement.

‘Inspiration can come from anywhere. It can come from walking down the street, a mood or even the weather. We often come back to art and good art often captures you emotionally. It can be a colour, the geometry - it’s not a paper copy of it, it’s the feeling.’

– ANNA LUNDBÄCK DYHR CO-CREATIVE DIRECTOR

Alongside art, architecture plays an equally important role to JOSEPH’s DNA. Never adding unnecessary details for aesthetics, the brand applies a similar philosophy throughout its designs - that everything must have a purpose. This celebration of functionality is a legacy passed down from its founder, Joseph Ettedgui, whose commercial spaces were renowned for their mannequins, windows, and furniture. This commitment to both form and utility has, in turn, been instilled in every JOSEPH design since, to cement its reputation as the timeless brand we know today.