From day-to-dark dresses to sets of coordinating blazers and pants, lifestyle label Joseph has developed the modern woman's uniform: restrained, refined, reinvented. Understated elegance, classic cuts and high quality have brought Joseph a cult-like following.

The history of the Joseph brand goes back to the early 1960s, when Moroccan-born Joseph Ettedgui started selling Kenzo Takada’s sweaters out of his hair salon on King’s Road in London. What started as a humble enterprise developed over time into the tastemaker's label that now operates under the creative direction of Anna Lundbäck Dyhr and Frederik Dyhr.

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