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 3: CONTRAST + DUALITY

JOSEPH is a brand of complimentary contrasts, exploring intriguing themes of duality in every collection. Classical elements can seamlessly coexist with the contemporary. Traditionally masculine suiting can feel modern and soft through the nuances of fabric and fit. Pieces that seem simple to the naked eye can exude sophistication through craft and skill. This philosophy defies convention, acknowledging that customers are not confined to a single style – something the brand has recognised since its early days under the leadership of Joseph Ettedgui.

‘London, Paris. Masculine, Feminine. Structured, Relaxed. Timeless, Contemporary. Black, White. That clash of energy and contrast is what makes the brand come alive.’

– ANNA LUNDBÄCK DYHR
& FREDERIK DYHR,
CO-CREATIVE DIRECTORS

This obsession for extremes can, in part, be traced back to the locations in which the brand starts and ends its creative process. With roots in London and an atelier in Paris, it harnesses this clash of energy and aesthetics, using it as blueprint for every piece it creates. London represents a dynamic urbanity, while Paris epitomizes timeless sophistication and refinement. Together, they create a distinctive and captivating identity befitting of the modern woman who demands more out of her daily wardrobe.