“Joseph modernised women.” That is a bold
statement to make but one look at any Joseph collection and it becomes clear.
Since 1972, this notion-cum-vision, has carried Joseph through the high
contemporary sector and established itself as a brand with a strong core of
Luxury in what sense you may ask. When it
comes to ready-to-wear, nothing rings more luxurious than a neatly sewn garment
made from quality cloth. That itself is present in every Joseph collection. For
example, silk blends that drape precariously between body and garment can only
be achieved through the careful choice of fabrics and the way they move.
The essentials are authentic as they can
be. You wouldn’t fine an ordinary essential in a Joseph line-up. In the Joseph
universe, every piece is ever-evolving. This season, the white shirt is
modernised as a key separate, as are a range of white tops. Proportions are
emphasised ever so slightly, creating a casual sort of elegance. An apron dress
is deconstructed, with an option to wear as a skirt.
These clothes are straightforward and are
meant to be fuss-free to wear, ready to wear. Then, there are the discreet
details that elevate subtly, instead of being concealed in the backseat. Take
for instance the soft cinching of a waist strap and asymmetrical seam lines at
the waist that give shape to a column dress, incidentally the shift dress
silhouette that is on the minds of everyone this season.
As this Joseph collection wears on, you
will find layers upon layers of modernised essentials that are as luxurious as
they look. And it doesn’t end there. Tear them apart to reveal extremely
individual pieces to pair with the rest of your wardrobe.