The Duality of Joseph: Tough Designs, Soft Fabrics

“If you ask our kids, they will say we spend too much time on weekends going to galleries,” said Joseph’s co-creative director Frederik Dyhr during a walk-through with his wife and design partner, Anna Lundback Dyhr.

“We both feel strongly that the world of fashion doesn’t just revolve around clothes, it’s so much more intertwined with disciplines of design and art,” he added.

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In the past, the two art lovers have drawn on the works of the minimalist artist Donald Judd and the abstract sculptor Richard Serra for inspiration. For spring 2025, they’ve taken inspiration from the work of the architect and furniture designer Alexander Girard, who played with abstract patterns.

“It’s always about dualities and juxtapositions, and this time we wanted the utilitarian to meet the feminine,” said Anna.

The couple scaled the signature, black-and-white Joseph stripes onto a shirtdress and a coat, and added thick beige lines to the mix giving the designs a sharp, geometric edge, and a stronger point of view.

The palette may have been filled with stark, bold color, but the fabrics were soft and light: a pitch black coat was made from stretch leather, while a relaxed sky blue suit came without a collar and with a long, skinny belt. An ivory cashmere scarf and coat were too pristine to wear — except in a photo shoot.

The couple’s artistic instincts also came through in the details on square pockets, argyle prints that faded to white from light camel, and patchworks done in two-tone satin.

Launch Gallery: Joseph Spring 2025 Ready-to-Wear Collection

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