The prize for best catering during LFW had to go to the Joseph shop relaunch in Westbourne Grove. Not only were the non-alcoholic cocktails delicious and plentiful but the food was a never-ending succession of crispy bruscetta bites, cheesy nibbles and delicate duck wraps. Usually you are lucky to get one or two of these tasty morsels all night but we seemed to be in prime position for a proper feeding (and it’s not because we were pitched directly outside the kitchen door – honest guv). Anyway, I did circulate a little bit. Just enough to get a good feel for the space which has been carefully curated by new artistic director (and ex-Colette buyer), Alain Snege. In amongst the Marni and Maison Martin Margiela, I discovered the chiffon-petal adorned cashmeres by Koi Suwannagate, Zero Maria Cornejo’s cape cocoon dresses and an impressive shoe department. Downstairs was the casual department boasting Jerome Dreyfus (AKA Mr Isabel Marant) suede bags of every description, Golden Goose tees and stripy boy-shirts and Joseph’s own lovely soft denim collection.
Back in the eighties and early nineties, Joseph was right up there in terms of the ultimate shopping experience. Its chunky handknit sweaters (80s) and boy-cut trousers in every conceivable finish (90s) were the mainstay of fashionistas’ wardrobes far and wide but somehow it went off-radar in the noughties. It just had no personality. The latest round of revamps aims to return the Joseph brand to its former glory, let’s see if they succeed.