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REVOLUTIONISING LUXURY: The Joseph brand has long been known for its androgynous style and minimalist aesthetics, and has cemented its status as a go-to label for discreetly stylish garments.

'Our collections tend to question and challenge the gender lines, we reimagine the traditional through a modern lens, his tuxedo shirt, her slim pant, his over coat . . . it's all about creating a balance and marrying the two.' - Louise Trotter (above)

Basics instinct

Known for its impeccable tailoring and timeless appeal, the in-house label of famed retail institution Joseph has found the sweet spot between a strong retail presence and distinctive apparel, thanks to creative director Louise Trotter.
Dec 12, 2015 5:50 AM

ROLEX is to watches what Joseph is to the multi-label concept store. Before shops used the terms "curation" and "edit" to describe their selection of merchandise, and the notion of a café-boutique is as common as Carrara marble-effect iPhone cases, fashion retail icon Joseph Ettedgui was

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