Assortment

Along with Kenzo, Ettedguithe brand provided to the customers and made them love such designers as AzzedineAlaia, Helmut Lang and Martin Margiela. In 1972, while continuing the sale of the collections of young designers such as Kenzo, EmanuelleKhanh and Jean-Charles de Castelbajac, he opened his first eponymous boutique Joseph in the Chelsea neighborhood, offering women the simple, stylish, perfect fit trousers and shirts, as well as an excellent selection of modern and relevant brands. His philosophy was simple: "The whole wardrobe can be made only by designer couture clothing". "People need a well-tailored trousers and shirts that they wear every day".Moreover, he was absolutely right, but the important thing in all of this is the way he presents clothes sold. The use of simple, uncluttered seemingly minimalist style elements in their stores where all dissolved in a milky color made them a sort of museum of modern art, and every itemthereas the object of contemporary fashion design. In the late 70's, Joseph gave the business an international status; Joseph opened boutiques in Paris, New York, Japan, and now in Astana (Kazakhstan). Among the famous brand clients, Kira Knightley, Jennifer Lopez, Kate Middleton and Angelina Jolie are often met in clothes of Joseph.