The Green Pebbles Girl are beyond excited!  Viola Sekularac – Luxury Boutique La Muse’s Founder and Director – has confirmed that the Autumn Winter 2013-14 JOSEPH collection will be stocked at her boutique as of September!
Super fans of the brand we’d always had to pop over to London to stock up on the ‘Joseph look’ – so you can imagine our delight (and our credit card!) at discovering that we’ll be able to simply pop into town!
Hotel Parc Des Eaux Vives, Geneva Switzerland
The preview launch of the collection in Geneva will be celebrated at the glamorous Summer Terrace of the Hotel Parc des Eaux Vives Restaurant.
The Joseph empire was launched in 1972 by Joseph Ettedgui (born 22 February 1936 – died 18 March 2010. It soon became a place where the vibrant and eclectic crowd of the fashion industry gathered to share ideas and inspiration. Joseph launched his label soon after.  Today there are more than 20 London stores, with eight additional outlets in New York and Paris, plus stores in Leeds and Manchester.
The Guardian wrote in his obituary that “Part of Joseph’s success came from his ability to spot talent: he chose to work with many designers and architects before they became stars. Norman Foster, Eva Jiricná and Andrée Putman designed his shops and restaurants, and Christian Liaigre designed the furniture. In the early days he nurtured the careers of Margaret Howell, Katharine Hamnett and John Galliano and championed designers such as Alaïa, who said: “He takes risks when others are giving up.”  “
Under the creative direction of Louise Trotter, Joseph continues to produce collections of sophisticated signature staples with a directional approach. This season breathes new life into functional style, recalling the minimalist undertones of previous collections reworked in contemporary designs which look and feel refreshed.
Upholding the Joseph aesthetic, the current collection retains its status as the ultimate urban uniform. Mainly influenced by utilitarian themes, there is an undertone of luxurious grunge throughout, for functional clothing with androgynous appeal that has acquired a cult following. This is where rugged and romantic collide.

La Muse…. here we come!