Joseph will be marking the 25-year anniversary of its iconic Fulham Road boutique by taking part in London Fashion Week show for the first time ever.
And, because a quarter of a century is no time for half measures, its also tapped up five of its designer friends Balmain, Jil Sander, Giles, Rupert Sanderson, and Jonathan Saunders, to be precise to create an exclusive product, along with one by Joseph creative director Louise Trotter, which will go on sale on the day of the show.
The limited edition capsule collection will be a celebration of the Joseph aesthetic.
Known simply to its friends as 77, Josephs flagship store on the Fulham Road has played a pivotal role in the fashion industry, said Joseph in a statement yesterday.
In the late 80s, Joseph Ettedgui created a boutique that was more magazine than clothes shop somewhere to discover new styles, new ideas and new designers. He brought Kenzo and Castelbajac to the world attention then, as his influence grew, he championed Azzedine Alaia and Yohji Yamamoto and was the first in London to sell Prada.