UK brand Joseph’s Pre-SS17 Collection takes a utilitarian approach, drawing influence from traditional workwear through detailing and fabrication. The apron—a protective, layering essential and a functioning part of many traditional uniforms—in particular is reworked to become a decorative part of the modern wardrobe.
With that, Joseph has created a uniform for women. The pursuit for that uniform continues; it is continually evolving and transitioning into an equation relevant for today.
A play between masculine and feminine silhouettes and the study of functional pieces is elevated with new proportions and fabrics. Classic durable textiles are formulated with a luxury hand. Proportions are reworked to bring a sense of ease. Elongated silhouettes are layered to transition from Autumn into Spring.
The collection is focused on serviceable neutrals, with a range of colors that accentuate the look of Joseph this season. Off white, black, khaki, stone, marine and mustard yellow are augmented with rich tones of cardinal red, cranberry and guava. Stripes are added for a visually-appealing break.
View the Joseph Pre-SS17 Collection at Joseph located at L1 of SM Aura Premier, and L1, S Maison at the Conrad Hotel.