“It’s become a bit cliché to talk about masculine/feminine.” Louis Trotter chose to go beyond humanity’s eternal dichotomy by presenting a collection armed with familiar pieces that can nonetheless be reworked on demand. This is how the creative director of Joseph placed himself in line with the founder, Joseph Ettedgui, who in his day had a new perspective on the female uniform. Joseph Ettedgui was a French expatriate in the buzzing London of the 70s. There, he would often install sweaters from his friend Kenzo Takada in his shop window. Today his success may seem obvious, but back then it was more immediate. Castelbajac, Margaret Howell, and d’Alaïa would soon join his collections. This story began well before the days of Colette and Dover Street Market; Joseph Ettedgui created the concept store. Adored by Londoners for its French simplicity and a love of construction, it is today this same spirit that Louis Trotter is bringing back to life.
Within a collection that avidly mixes feminine elements with the brand’s androgynous codes, the brand’s creative director is delivering a classic in true Joseph style – a series of pieces beyond masculine/feminine in monochrome shades. These familiar silhouettes are brought to the next level on contact with a number of unexpected twists. This is where the white t-shirt comes in; with a crew neck and thick edges, you’d think it was borrowed from your beau’s closet. But look closer and you’ll see that in the hands of Louis Trotter, several sections of the t-shirt are sprinkled with decidedly feminine bows. This design encompasses and summarizes the aura of Joseph, a brand that continues to bring out intriguing and highly desirable pieces.
Leave a Reply