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  • Style Rethink
    Following Joseph’s FW14 debut show, JANE McFARLAND meets the woman behind its recent renaissance, LOUISE TROTTER

    There is a discreet strand in the pre-fall and FW14 collections that sees loose tailoring and oversized silhouettes quietly assume center stage on and off the runway. But in the ultimate stealth move, it is a beloved 30-year-old London-based label that is in the spotlight.

    Of course, British girls have long waxed lyrical about Joseph and its cool credentials. Founded by the late Moroccan entrepreneur Joseph Ettedgui in 1984, the label became synonymous with a monochrome DNA, simple but sophisticated essentials and the perfect black pants. In fact, for the brand’s current creative director, Louise Trotter, buying a pair of

    capsule line

    Trotter (above) focuses on timeless, transitional pieces

    STEALTH LUXE

    From a slip dress to oversized pants, Joseph’s quiet pieces are modern classics

    Joseph pants was a rite of passage.

    “I grew up with Joseph during the ’90s. That period in fashion was really about British style, and Joseph was a huge influence, both on the London scene and on my personal tastes,” says the 39-year-old English designer, who took over the helm at Joseph in 2009 after stints at Calvin Klein, Tommy Hilfiger and Gap. “When the opportunity arose to join Joseph, it felt like coming home.”

    A self-confessed tomboy, Trotter was a natural fit for the masculine/ feminine, hi-lo label. “My personal

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