MS FASHION STREET: Joseph spring-summer 2016

I discovered recently Joseph and I am totally in love with this style simple and elegant way. A garment of joseph clothing can never get out of fashion, you can wear all day long without ever feel out of place wherever you go. It gives you that sense of elegance and comfort. I loved so much the collection spring summer 2016 that I went searching on google information about the designers, I watched old collections and I even found a beautiful fashion review made by London Fashion Review which explains the history of this wonderful brand. Joseph Ettedgui: The Man Behind Joseph ( London Fashion Review ) Born in Casablanca in 1938, the son of a French Moroccan retailer, Joseph Ettedgui came to London, with his brothers, at the end of the fifties to learn the art of hairdressing. In 1960, Joseph and his brothers opened the hair salon, ‘Salon 33’, on London’s Kings Road. Eager to explore new avenues, and with an interest in fashion, Joseph began to display clothing in his salon through a friendship with Kenzo. In 1972, Joseph was stacking striped sweaters, by Kenzo, in the window of his salon, when they were noticed by then fashion editor of The Sunday Times, Michael Roberts. Roberts used the Kenzo sweaters in a photo shoot; the day after the shoot appeared in print, the sweaters had sold out. In the same year, Joseph opened his first fashion shop downstairs to his hairdressing salon, which ultimately laid the foundations for his future success in the fashion industry. Joseph: Multi-Brand Visionaries “I like to dress people, not to make them fashionable,” – Joseph Ettedgui The Joseph fashion label is known for its simple yet adventurously minimal European style; the man himself stimulated his love for more radical fashion by celebrating the work of fellow designers. Since those days, in the early 1970’s, selling Kenzo sweaters from the windows of his hairdressing salon, Joseph Ettedgui continued to introduce Britain to the best and new innovative designers. Throughout his career, Ettedgui championed many a fashion revolutionary including the likes of Azzedine Alaïa, Helmut Lang and Martin Margiela. It was the way Joseph sold it, in high-tech, chrome-and-glass stores that had the streamlined ambience of an Art Deco cruise ship. In the fashion world today, this look would be considered cliché, but in the late 1979, when Joseph’s first multi-brand outlet opened on London’s Sloane Street, the look was ground-breaking. It would set the tone for the rest of Joseph Ettedgui’s career.