In the late 60s, Casablance-born hairdresser Joseph Ettedgui was watching a stylish woman standing in the middle of King''s Road from the window of her salon. Right at that moment, she dreamed of revolutionizing women's shopping. He founded a boutique that followed his dream and discovered new ideas, designers and styles with his strong instincts. Thus he painted the portrait of the modern woman. Introducing Kenzo and Castelbajac to the world, supporting names like Azzedine Alaia and Yohji Yamamoto, and becoming the first to sell Prada in London are just some of what Joseph has done. Later, he founded his own brand, which did not prevent him from discovering and training new designers. Over time it has become a source of creativity and inspiration for many names. Their current collections are entering a whole new phase by regenerating their power from the energy around them. Under the creative directorship of Louise Trotter, it continues its evolution by creating contemporary ready-to-wear products that evoke a solid sense of luxury.