Joseph Ettedgui had a vision for the 1960s London retail scene: open a boutique that would spotlight the hottest new designers, but with the editorial authority of a fashion magazine. His shop revolutionized the way the world buys fashion by making the clothing store a showcase for fledgling brands. Today, Joseph collections still champion up-and-coming design talent, with a focus on sharply tailored shapes and feminine details that lend a classic feel to fashion-forward styles.
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