Joseph Ettedgui began his fashion career by revolutionizing clothes shopping in the late 1960s with his vision of the boutique. Transforming the shopping experience into a boutique atmosphere that showcased design with a fashion-forward and editorial approach, he changed the way the world bought fashion. It was his eye for design and innovative vision that led to the debut of his eponymous line in the early 80s. Unveiling a collection of minimalistic, menswear-inspired pieces, he was met with immediate success. Now under the creative direction of Louise Trotter, this ready-to-wear label is a genius blend of the signature Joseph style with intricate contemporary details.