When we popped to the Joseph press day today, we were let in on some VERY exciting news. In between cooing over the grunge chic creations on display – from flippy skirts over tailored crease-front trousers and draw-string bags covered in studs – our PR pals told Grazia that the London-based brand is due to show at London Fashion Week!
Oh yes, for the very first time this September, Joseph’s ready-to-wear collection for Spring Summer 2013 will be presented not in a stuffy pressroom but on the esteemed London catwalk and we cannot WAIT to see those masculine-inspired designs in their full glory. ‘We felt we were ready for the next thing, hence the show,’ a brand representative revealed today. ‘Shows make such a strong impact, and showing at London Fashion Week was a natural choice as obviously we are such a London-centric brand.’
Indeed, the brand has gone from strength to strength with a hoard of trend-setters parading their wares across the globe. In December, none other than Angelina Jolie walked the red carpet at the New York premiere of her directorial debut ‘In The Land of Blood and Honey’ wearing an elegant black satin cold-shoulder blouse by Joseph [above].
And, of course, the 'Kate Effect' has provided a rather handy boost to the brand. The Duchess of Cambridge chose Joseph’s demure rose-coloured frock for a tour of Buckingham Palace in July, during her trip to Canada she wore Joseph's sleeveless cream dress with nude pumps during and at the Epsom Derby, Ms Middleton opted for a white Joseph tweed jacket over her floaty Reiss dress. So does this mean a FROW seat for the DoC? Here's hoping.
The British Fashion Council will be releasing LFW’s provisional schedule in May so we’ll bring you more details as soon they arrive…