As the sixties drew to a close, Casablanca-born Joseph Ettedgui imagined a revolution in the way we buy fashion and so created a conceptual boutique to discover new ideas and new designers. Then in 1972 the JOSEPH in-house label was launched, placing importance on luxury essentials. Today, JOSEPH is led by Creative Director, Susana Clayton. Born in Lisbon, Susana graduated from the University of Architecture of Lisbon with a degree in Fashion Design. She has held positions at numerous design houses, including Chanel, Vanessa Bruno, Givenchy, Chloe, and Rag & Bone. Each of Susanna's men’s and women’s collections are shown during London Fashion Week, and explore the nuances of personality through intimate detail, sartorial techniques and luxurious fabrications.