Jaw-to-Floor Alert! JOSEPH (London) Flutter Sleeves Dress

London girls have always known about Joseph -- since the 70s, it’s been the brand they’ve raided their mothers’ closets for!
Joseph -- and its multi-brand attendant store, which today also stocks sharp picks from the likes of Alexander Wang, Alaïa, and Givenchy -- was founded by legendary fashion guru Joseph Ettedgui over three decades ago. In 1983, following the global success of the Joseph stores, Ettedgui launched an eponymous ready-to-wear line. The own-brand quickly gained acclaim for its signature tailored separates with feminine-masculine cuts and chic neutral shades.
Now under the creative helm of Alain Snege (former Collete mastermind) and Louise Trotter (of Jigsaw and Calvin Klein), Joseph’s wearable-yet-wow aesthetic has been expertly updated, with Hollywood stars and fashion insiders snapping up the new collections.

AW11 glamour is all about metallics, and we love the timeless, elegant shade of this stunning silk-satin cocktail dress. The minimalist cut, split flutter sleeves, and rear keyhole form fluid lines that reflect Joseph’s masterful tailoring. This gorgeous piece really needs to be seen in person to be appreciated -- the pics don’t nearly do it justice!
Wear loose or belted with rich statement jewels for a luminous red-carpet worthy look.
(RRP £285)


Joseph is now owned by Japanese apparel giant Onward Kashiyama (who also owns Jil Sander) and boasts nearly 100 stores in 11 countries and a turnover of £70 million. Read about Joseph Ettedgui’s fascinating story here.