SINGAPORE, Dec 4 — What had begun as a shop attached to the hairdressing salon of Casablanca-born stylist Joseph Ettedgui has grown into one of Britain’s most beloved and influential multi-label boutiques. Named after its founder, Joseph was famed for championing emerging designers who later achieved stardom in the fashion world, such as Azzedine Alaia, John Galliano and Isabel Marant.
The store’s own label has proven to be a global hit as well, combining minimalist elegance with an androgynous edge in its designs — its renowned knitwear has won several British Fashion Awards for its form-flattering textures and contemporary silhouettes. But the British brand has now embarked on an aggressive global expansion plan, with recent openings in Beijing, Manila, Taipei, and, yes, Joseph will be officially launching its first boutique in Singapore at the Capitol Piazza next week.
Joseph’s creative director Louise Trotter said designing for “the Joseph woman” was not only a matter of understanding who that woman was but her personal tastes, too.
“The Joseph woman is defined by her attitude and style. She wants well-designed clothes that work with her lifestyle, that she can wear every day,” said Trotter. “She wants clothes that are unfussy, with a sense of ease. She has confidence in her own style and intelligent in her decision-making.
“When designing for the Joseph woman, I think about my own needs and desires, and that of my friends and the people around me. I try to consider her wardrobe and to create her everyday uniform.”
The uniformity and stylishness can be seen in the labels Spring/Summer collection for 2016. Fabric mixes see pure cotton and jersey used alongside luxurious silk organza, nappa leather and hand-sourced vintage brocades. Closures and details are simplified, with colours that border on the sensual. According to the label, this “visceral experience” underscores the “concept of uniform”.
For Trotter, her inspirations, she said, come from women in general — friends, work colleagues and “ultimately, our customer”. “I think a lot about what I want to wear — I covet easy pieces designed in an intelligent way,” Trotter added. “I’ve always disliked clothes that don’t function or aren’t practical — clothes are meant to be worn as well as admired.
“I like the idea of creating a uniform: My wardrobe is made up of white shirts, jersey basics, oversized coats and blazers, jeans and black pants. Proportions and fabrications change every season, but my sense of style is consistent.”
Trotter’s personal fashion essentials include a masculine overcoat, tailored black pants and a white shirt. “I am a tomboy at heart! And I gravitate towards menswear classics. That, and a pair of white sneakers, defines my style,” she said.
Trotter, who will be in Singapore for the store’s launch, also shed some light on how women here can achieve the brand’s signature effortlessly chic look — despite the sticky, hot tropical weather.
“Each collection is designed to be a functioning, trans-seasonal wardrobe. There are silk and crepe pieces in the Autumn Winter 2015 collection (that are) great for the humid climate — the silhouettes are loose and fluid,” she elaborated. “The concept of the collection was to invoke a feeling of cocooned protection, developed in both thick cashmere knits and luxe lighter fabrics.
“The Asian market is more receptive to new ideas; people are willing to push the boundaries,” said Trotter. “In Europe, people tend to have a clear idea of what they want (but they) gravitate towards the more familiar.”
And what are Trotter’s top three style picks from Joseph’s racks that would best suit our climate? “The Matte Silk Max Dress, the Patchwork Darl Top and the Crepe Jagger Trouser,” she said. “(They are) fluid, easy shapes in light silk or crepe, ideal for layering.” — TODAY
*Joseph is located at 01-19/21, Capitol Piazza, 13 Stamford Road.
