"Contrast," commented Joseph creative director Louise Trotter, "has always been a big theme for me." This time, Louise really pushed the opposites, making clogs worn with white, striped socks, suede going with patent leather and making a London based brand feel a bit Japanese. The collection was simply everything nowadays fashion blogger-girls want (note Camille or Pernille)- toned, "ugly" clothes, socks and the minimal mood. A collection highlight, for instance, was the super-simple plonge leather tank dress worn by Sam Rollinson, which exemplified the less-was-more rule here. There were also some great denim pieces, a touch confused by the styling, and the knits and the sheer shirting popped, too. On the other hand, the sculpted sleeves were rather mannered, and the oversizing often came off slack. In the end, though, the show was convincing—you wanted to buy into the attitude. And that was the thing.
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