40 years of Joseph and their famous handknit sweaters

Joseph handknit sweater and 1980s ad campaign

1983 was a monumental year for fashion. Why? So many reasons but in particular, it was the launch of Joseph*. A key influence on 80s and 90s fashion, Joseph Ettedgui was a knitwear and retail innovator whose fabulous contemporary stores, buying nous and ad campaigns were both timeless and of the moment.

To celebrate its 40th anniversary, Joseph will launch a capsule collection re-imagining the Joseph Tricot Originals from the 80s. The cashmere-wool knitted six-piece limited edition capsule (below) includes three jumpers, a trouser, bag and scarf.

Joseph limited edition capsule knitwear 40th anniversary

The Joseph handknits of the 80s (top and below) were a major ‘garconne style’ influence on me – massive playful sweaters that would be teamed with black tights or leggings and a short boyish crop (think Inès de la Fressange or Jeny Howorth), plus plenty of attitude. They really summed up the cool spirit of the 80s that was not about Dynasty-style shoulder pads or page-three-girl blonde bouffants. No surprise that the original knits are now still highly wearable and highly collectible.
Joseph handknit sweater and 1980s ad campaign

The Joseph capsule collection launches in October alongside a brand new Joseph Regent Street store. Stay tuned…

UPDATE: I’m living for the memories in the comments. keep ’em coming!

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Joseph
NOTE: Most images are digitally enhanced. Some posts use affiliate links* and PR samples. Please read my privacy and cookies policy here

CLICK HERE to get Disneyrollergirl blog posts straight to your inbox once a week
CLICK HERE to buy my book, The New Garconne: How to be a Modern Gentlewoman
CLICK HERE to buy my beauty book, Face Values: The New Beauty Rituals and Skincare Secrets