Jazzed up with Joseph

 Joseph, The London fashion house that’s been delighting customers since 1972, brings its sophisticated collections to the multi-label store Contemp Salon at Siam Paragon.

The Mall Group’s Prissa Puranasamriddhi says the placement is ideal as Contemp Salon and Joseph Store share a similar concept.

“Popularity, creativity and concept are major factors to consider when selecting fashion brands that will best satisfy our customers and Joseph meets all these requirements,” she says.

The Joseph brand grew from a small shop in King's Road, Chelsea owned by Casablanca-born Joseph Ettedgui and his brothers Maurice and Franklin, to more than 20 London stores. Today, the brand is under the creative direction of Louise Trotter and continues to produce collections of sophisticated signature staples.

Upholding the Joseph aesthetic, the current autumn-winter collection retains its status as the ultimate urban uniform and is inspired by the “classic” Joseph DNA. It comes in four distinctive styles. “Metropolitan Contemporary” rejects superfluous details with clean, minimal lines and an emphasis on luxury while “The Masculine and Feminine” contrasts rough masculinity with soft and sensuous femininity, borrowing inspiration from traditional men’s tailoring, coats, jackets and pants. Femininity can be found in the warmth of the fabrics and the cocooning aspect of knitwear. 

The chic “Anglo or Franco” mixes the “rock and roll” attitude of its French roots with the irreverence of British culture.

“The Black and White” look is influenced by graphic, architecture and minimalism. There is contrast in every collection, blending two extremes harmoniously into one.

For the guys, Joseph focuses on traditional men’s tailoring and sartorial details in the form of men’s overcoats; capes; banker’s suits; pleated pants and masculine shirts. The return of pinstripe and worsted checks as a fashion statement is offered in classic tailoring, but also printed on silks to create a trompe l’oeil effect. 

The colour palette has been built to work as three distinct stories. The first and strongest of these is black and white mixed with anthracite grey and silver and highlighted with powder pink and ecru and contrasted with red, fuchsia and bubble pink. The second palette of black, camel and tan is lifted with ecru and highlighted with orange. The third palette of black and navy is mixed with soft blue and highlighted with azure.