Established by Joseph Ettedgui and now under the creative direction of Louise Trotter, JOSEPH has been at the forefront of smart-casual fashion since 1983. Despite being known for its masculine tailoring, it is far from androgynous. Instead, the label empowers the wearer by using striking colours and playing with proportions – creating an eye-catching alternative to the standard male wardrobe.
For Autumn Winter 2017 JOSEPH taps into British eccentricity by collecting, combining, contrasting treasured pieces. Near floor length outerwear and overly boxy shearlings exaggerate the silhouette, while shoulders drop and sleeves trail. JOSEPH’s signature palette of neutrals are paired against jarring shades of yellow, brown and green. These off-key tones disturb the classic uniform.