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Casablanca, the sixties. Joseph Ettedgui, an expert hairdresser, has the inspiration to create new fashion shops, starting with his own. The places it brings to life attract stylists, models, photographers, artists, and designers. Before launching his eponymous label, Joseph collaborated with personalities such as Kenzo, Yohji Yamamoto, Azzedine Alaia, Norman Foster and Prada. Today, under the artistic direction of Louise Trotter, the Joseph collections are an expression of contemporary ready-to-wear luxury.