40TH ANNIVERSARY:
A SERIES OF SHORT FILMS

PART 2: ATELIER & CRAFT

At the heart of JOSEPH lies its illustrious Paris atelier, a haven of creativity and craftsmanship where the brand's most exquisite designs come to life. Located on the banks of the Canal Saint-Martin, it is here where skilled artisans work together to meticulously develop a large number of JOSEPH pieces. First founded as a design studio by Joseph Ettedgui before expanding to include an atelier, the decision to establish a design hub in Paris stems from the location’s rich heritage in haute couture and a reputation for attracting the finest artisans and creative minds in the industry.

Under its roof, model makers, pattern cutters, technicians and seamstresses assemble to combine years of know-how; a level of expertise that has been inked into the city for centuries. In the atelier, everyone is respected for their skill, and given the time needed to utilise this unrivalled knowledge and create a true luxury piece.

‘It’s an obsession about quality and fit. When you wear a garment, we’d like you to feel the know-how and savoire faire that’s gone in to making that piece. That’s luxury for me.’

– ANNA LUNDBÄCK DHYR, CO-CREATIVE DIRECTOR

Craftsmanship is a core pillar of JOSEPH's ethos. Every iteration of the brand has always firmly believed that the art of timeless style lies in the meticulous attention to detail, the passion infused into each garment, the time taken to perfect each piece, and the care put into every step of the creation process. Much like Joseph Ettedgui himself, the artisans at JOSEPH's Paris atelier care about what they do.

They possess that same unwavering obsession for perfection, ensuring that each stitch, seam, and embellishment is flawlessly executed. They ask the necessary questions; is it comfortable when you wear it? If not, why not? What if we add this, what if we change that? As a result, customers can be sure that their garment has been fully thought out, from the source of the fabric to the form and final finish, and that what they receive is the best possible product imaginable.

“For me, luxury truly rotates around excellence, the time invested in the product, the know-how, the expertise.”

– FREDERIK DHYR, CO-CREATIVE DIRECTOR

Luxury, for JOSEPH, is not merely about extravagant materials and eye-catching logos. Instead, it is the quiet embodiment of elegance, timelessness, and exceptional quality. True luxury is an experience that transcends trends and endures throughout generations. It is the fabrics, from sumptuous silks and cashmeres to premium leather, that ensure every piece evokes a sense of outstanding quality and refinement.

Moreover, luxury is about storytelling, and each JOSEPH creation tells the narrative of craftsmanship, passion, and artistry that underpins the atelier. A commitment to sustainability and ethical practices further amplifies its luxury appeal, as discerning consumers seek brands that align with their values.

“We’re not trying to revolutionise fashion in that way, we’re just trying to work on improving the product little by little, step by step and taking in the knowledge that we have and just making it better.”

– ANNA LUNDBÄCK DHYR, CO-CREATIVE DIRECTOR

The atelier - and all who have worked there - is the jewel in the JOSEPH crown, and the crux to honouring Ettedgui’s original vision: to create a wardrobe of luxury essentials made with longevity in mind. The fusion of attention to detail, passion, time, care, and skill results in collections that exemplify true luxury - timeless, elegant, and masterfully crafted.

‘We help those who have a vision - we are a bit like their hands. It really is a team effort to take their thoughts and their style and bring an idea to life. For me that's craftsmanship - sharing creativity with people.’

– ALINE GOBILLIARD, CHEF D’ATELIER