As the sixties drew to a close, Casablanca-born hairdresser Joseph Ettedgui 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. Introducing names such as Kenzo and Castelbajac among other key designer names to the world's attention, Joseph discovered and nurtured new talent that he believed in even after launching his own namesake label Joseph in 1983. Entering a new phase, the house thrives today under the creative direction of Louise Trotter. Joseph clothing combines, in balanced harmony, contemporary and classic aesthetics. Joseph clothes breath new life into basics, expertly reinvigorated for the perfection modern and minimalistic style.