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about the creator
Conscious of the fact that feminine wardrobe is composed of pieces from different horizons, Joseph Ettedgui decides to unite several brands at the same place. Against his father's hopes to see his son as a doctor, Joseph leaves Casablanca to open a hairdressing salon in London. It is here that he develops a true passion for fashion. He starts proposing a choice of clothing designed by his favourite stylists Kenzo and Emmanuel Khanh. His immediate success is followed by the opening of his first boutique, soon to be the haven of all fashion addicts. In the middle of the '80s, Joseph creates his one cashmere line, followed by trousers, with the aim to propose classic pieces with perfect fits to all women. One shop opens after the other, and in 1999, he transfers the main part of his company. Joseph, who passed away on the 18th of March in 2010 at the age of 74 put his mark on the world of fashion with his timeless elegance and minimalist aesthetics. Discover all the best of Joseph's creations for men and women in your Bongénie Grieder stores or online.