JOSEPH modernised women. As the sixties drew to a close, Casablanca-born hairdresser Joseph Ettedgui looked out from his salon, a chic King’s Road focal point, and imagined a revolution in the way we buy fashion. With his keen instincts, Joseph created a boutique that was more magazine than clothes shop – somewhere to discover new ideas, new styles and new designers. Joseph brought Kenzo and Castelbajac to the world’s attention, then as his influence grew he championed Azzedine Alaia and Yohji Yamamoto, chose Norman Foster to design a store, and was the first in London to sell Prada. Even after his own eponymous label was launched to acclaim, Joseph continued to showcase the designers he had discovered and nurtured. Just as its original stores were places to meet and share ideas, attracting designers, models, editors and photographers, JOSEPH is once again a focus for creativity, somewhere to find inspiration. At the same time the JOSEPH collection has entered a new phase, drawing renewed strength from the energy around it. Under the creative direction of Louise Trotter, Joseph presents a high contemporary ready-to-wear collection with a strong core of luxury essentials.