26 March 2009

Joseph gets the ‘It’ factor!

The fashion world may be bracing itself for some of the hardest financial times yet, but there is one brand keeping the fun in fashion. Since taking on Alain Snege as their new artistic director (ex-buyer for hot Parisian boutique Colette), Joseph, once known for their uber-luxe knits and outerwear, last month revamped their Westbourne Grove store, making for a fashion feast by stocking the likes of Balmain and Givenchy. And, last night, Joseph hosted yet another party for the reopening of their Old Bond Street store. A joint project by interior designer Tom Dixon and the Design Research Studio, the boutique has cocoon-style changing rooms and a clothing conveyor belt! Stocking some of the hottest labels around, including Alexander Wang, 3.1 Phillip Lim, Golden Goose and French labels, Jerome Dreyfuss, Isabel Marant and Bess plus many, many more, Joseph is offering one of the hippest shopping experiences in town. Ulrika Lungren, the designer of Amsterdam-based brand Rika, told us yesterday that she decided to stock at Joseph after hearing from Sara Ferrero - Joseph's new CEO - that Alain was on board. Check out our video for a sneaky peek inside, and click through the gallery below for some of our favourite buys.

(Boutiques featuring other designers include Westbourne Grove, Old Bond Street, Fulham Rd and Sloane Street)

-Lily Russo


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