Joseph Ettedgui began his foray into fashion in 1972 by selling Kenzo sweaters out of Salon 33, his hairdressing studio in Chelsea, West London. He gradually harnessed his keen curatorial eye and design sensibilities to build an empire on minimal, yet adventurous fashion that moves with the times. After developing the world’s first ‘modern concept’ store, the Joseph label launched its first collection, the acclaimed Joseph Tricot knitwear line, in 1983. Under Louise Trotter’s creative direction since 2009, the label’s contemporary offerings have reinterpreted the label’s classic silhouettes with deftly considered of-the-moment twists. Refined monochromatic pieces feature luxurious materials with pared-down details. Sophisticated yet wearable, Joseph’s collections exhibit a rare sense of high-street versatility, achieving what may well be the epitome of ‘smart’.