Hubert Burda Media

Joseph sets its sights on Asia

Famed for its clean aesthetic and classic pieces, Joseph opens its first store in Singapore with plans to expand in the region.

British luxury label Joseph celebrated the opening of its first Singapore store at the Capitol Piazza earlier last month, marking the brand’s expansion into Asia.
With more than 30 stores in Japan and recent openings in Beijing, Philippines and Taipei, Joseph will continue its expansion in Singapore with more stores set to open within the next five years, as well as a second store in Beijing by the end of this year.
The brand’s Creative Director Louise Trotter says: “The Asian market is a key one for Joseph, the appetite for fashion is strong and our design aesthetic is always well received there – the Anglo-Franco roots of the brand tie in with the Asian vision of functional modernity. Since we began showing on schedule at London Fashion Week, we have seen a significant increase in our global brand awareness, particularly in Asia.”
Famed for its luxe essentials and classic, unfussy aesthetic, the Singapore store, which spans over 350sq-m, launched with pieces from the Autumn/Winter 2015 womens and mens ready-to-wear collections. Together with Joseph accessories, it also carries shoes from brands such as Isabel Marant, Jil Sander and Chloé.
The space reflects the brand’s global store concept and its sensibility, with clean lines, a monochromatic colour scheme and minimalistic feel.
The brand was founded by the late Joseph Ettedgui, a former hairstylist who opened a multilabel store in London more than 40 years ago, bringing then emerging labels such as Kenzo, Azzedine Alaia and Yohji Yamamoto to the world’s attention. With the success of his multi-brand business, he launched his eponymous label soon after.
Today, Joseph’s celebrity fans include the likes of Emma Watson, Cheryl Cole and even the Duchess of Cambridge Kate Middleton.
Commenting on the brand’s latest milestone, Trotter adds: “Our continued expansion in Asia will allow us to fulfill the demand for Joseph from our Asian buyers and clients, providing an immersive buying experience in an environment that echoes the Joseph sensibilities.”