Joseph to join LFW line-up

Joseph will show its ready-to-wear collection at London Fashion Week for the first time in September 2012.

The London-based brand has been inching toward the runway in recent seasons, producing campaigns with top glossy photographers (Peter Lindbergh and David Sims) and high-fashion stylists (Marie-Amélie Sauvé, who also works on Balenciaga).

‘We felt we were ready for the next thing, hence the show,’ a Joseph representative said. ‘Shows make such a strong impact, and showing at London Fashion Week was a natural choice as obviously we are such a London-centric brand.’

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Joseph has built a dedicated following for its trend-led classics, with Kate Moss and ELLE editors alike snapping up its tailored coats, fine-gauge knits and little black dresses.

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