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.
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.
