JOSEPH was launched in 1972, placing importance on luxury essentials. Today, under the creative direction of Louise Trotter, JOSEPH has become a contemporary designer brand respected worldwide. Each men’s and women’s collection, shown during London Fashion Week, explores the nuances of personality through intimate detail, sartorial techniques and luxurious fabrications. An essential framework of wardrobe icons—the pant, the sweater, the blouse and more—are established as new and modern classics. The codes of the house are deconstructed, personalised, twisted.