[2] The Joseph brand grew from a small shop attached to a hairdressing salon in King's Road, Chelsea, owned by Casablanca-born Joseph Ettedgui and his brothers Maurice and Franklin, to more than 20 London stores, with eight additional outlets in New York City and Paris plus stores in Leeds and Manchester.

[2][5] Joseph stores championed the work of many up-and-coming designers, including Margaret Howell, Katharine Hamnett, John Galliano and Azzedine Alaïa.

[7] In 1999 the Ettedgui brothers sold a majority share of the business to Belgian financier Albert Frère, and a minority interest to LVMH.

Designers like Alexander McQueen, Balenciaga, Azzedine Alaïa, John Galliano or Diane von Fürstenberg.

In May 2005 the company was sold to the Japanese fashion group Onward Kashiyama,[11] long-time license partner of Joseph in Asia, for approximately 140 million pounds.

[13] In 2013 Joseph announced that it would be appearing at London Fashion Week in February 2014, with five of its designers creating product for the catwalk show.