The JOSEPH Foundations collection is an ongoing exploration into wardrobe classics. A starting point for what you’re wearing every day, these timeless luxury essentials make an elegant statement, whilst acting as an anchor to more seasonal styles.

A permanent expression of our house codes and available to buy through the year, each piece has been chosen for its effortless sophistication, practicality, and ability to merge seamlessly with every piece of your existing wardrobe. Deceptively simple yet effortlessly elevated, these modern day essentials are underpinned with luxury through expert fits and refined fabrics in a traditional palette of monochrome and neutrals for ultimate versatility and ease.

Photographer: Richard Bush | Model: Erin O’Connor MBE | Stylist: Sarah Richardson

Creative Directors Anna & Frederik

Creative Directors Anna Lundbäck Dyhr & Frederik Dyhr

“The idea of everything designed for a purpose. Perfect pieces, curated wardrobe that really last you a life time”

Shop Foundations

Model wearing the Joe Poplin White Shirt

A universal styling piece, the classic white shirt is any wardrobe’s hardest working item. The Joe shirt blurs the lines between masculine and feminine, boasting a gently tailored shape refined in crisp Italian cotton poplin for a sharp, flattering fit. Lending itself to a variety of day to evening looks, it is as comfortable loosely styled with a leather trouser as it is layered under a two-piece suit.

Model wearing the Jackie Tailoring Wool Jacket

Masculine structure underpinned with a feminine fit, the Jackie tailored blazer is a true representation of our house design codes. Crafted from a luxurious Italian wool blend exclusive to JOSEPH, the half canvas construction uses goat’s hair over traditional horsehair for impeccable comfort without losing shape. Finished in a customised fabric, the twill composition allows for structure without heaviness, a technique often harnessed in menswear for a refined and lasting finish.

Model wearing the Cenda Long Double Face Cashmere Coat

A timeless wrap shape reimagined in a luxurious wool and cashmere blend. A simple yet sophisticated silhouette that retains its elegance at any occasion, it is constructed using a traditional technique that cements its quality. A double-faced interior layers cashmere on the inside as well as outside for a light yet luxurious finish that regulates heat. To ensure a superior finish, dye is expertly applied directly to the yarn for deep, intense colour that is designed to last the years whilst maintaining the softest hand feel.

Model wearing Stretch Gaberdine in Coleman Fit

Built to withstand the coldest temperatures, shearling offers a purposeful yet stylish solution to the winter season. In true JOSEPH style, the Sheepskin Brittany Coat is a contemporary play on a classic design, with a clean, streamlined silhouette that feels understated yet luxurious. A soft shearling lapel is created with a leather reverse to be worn up or down, offering versatile styling options to a variety of looks.

British supermodel and face of the Foundations campaign, Erin O'Connor MBE, reveals her foundations for style, family, life and everything in between.

View behind the scenes