IMAXTREEJoseph will be marking the 25-year anniversary of its iconic Fulham Road boutique with its first ever London Fashion Week show in February.
And, because a quarter of a century is no time for half measures, it's also tapped up five of its designer friends - Balmain, Jil Sander, Giles, Rupert Sanderson, and Jonathan Saunders, to be precise - to create an exclusive product, along with one by Joseph creative director Louise Trotter, which will go on sale on the day of the show.
The limited edition capsule collection will be a celebration of the 'Joseph aesthetic'.
'Known simply to its friends as '77', Joseph's flagship store on the Fulham Road has played a pivotal role in the fashion industry,' said Joseph in a statement yesterday.
'In the late 80s, Joseph Ettedgui created a boutique that was more magazine than clothes shop - somewhere to discover new styles, new ideas and new designers. He brought Kenzo and Castelbajac to the world attention then, as his influence grew, he championed Azzedine Alaia and Yohji Yamamoto and was the first in London to sell Prada.'
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